WestJet Loyalty Program Launches
March 16th, 2010
In the category of “We could tell you, but then we’d have to…”.
WestJet has just launched its new loyalty programs, the WestJet Frequent Guest Program and the new WestJet RBC MasterCard. For the past 10 months or so, Mosaic’s Art Graddon has been working with the WestJet team on the strategy, positioning and member communications planning for the new programs.
“I haven’t really been able to say much about working on the this initiative until now,” says Art. “But it’s pretty exciting stuff and, for me, is a throwback to my days working on the Canadian Airlines’ frequent flyer program.”
The WestJet loyalty strategy is unique in a few ways. First, the program offers WestJet dollars instead of the usual points or miles as the reward currency. WestJet dollars can be redeemed against the purchase of flight travel on WestJet or for WestJet vacations packages. Second, the Frequent Guest Program and the credit card program are related, but separate. The Frequent Guest Program rewards members for their dollar purchases of WestJet flights. The credit card program rewards cardholders for their credit card spending. You can have both, but they are really two separate choices and are targeted toward two separate audiences. Third, the Frequent Guest Program only begins awarding WestJet dollars when a member reaches a $1,500 spending threshold each year.
“Communicating how the programs work and how they are related to each other has been an interesting challenge,” comments Art. “There has been a lot of debate and research testing. Now the true test is finally here with the launch.”
Art was part of a large team at WestJet who have been working on developing and launching the programs for at least two years.
“It’s been a lot of fun working with everyone at WestJet,” says Art. “With the loyalty strategy falling alongside the launch this past fall of WestJet new reservations system, they have had to move mountains, stay flexible and work to incredibly tight timelines.”
“While everyone I had the pleasure of working with made huge contributions to getting it all done, I want to make special mention of Leanne Nelson at WestJet. Her ability to work with data-driven scenarios while keeping the customer perspective in mind was critical to the parts of the project that I was working on.”
