Contributors: Khushi Patel, Naveen Vunnam
Course: DI 202 – Social Media Internet Marketing
Project Duration: Oct–Nov 2023

Project Summary:

WestJet introduced a new flight route connecting Thunder Bay to Calgary, presenting a strategic opportunity to boost bookings and brand presence. Our team developed a comprehensive 6-month social media strategy focused on increasing awareness, driving conversions, and building loyalty among four key audiences.

Skills:

Audience Segmentation | Social Media Strategy | Campaign Planning | Content Calendars | Paid Ads Planning | KPI Frameworks | Messaging Strategy

Goals & SMART Objectives

• Increase bookings by 20% in six months

• Raise awareness among business travelers by 30%

• Improve loyalty (repeat bookings + reviews) by 15%

• Boost engagement with students/budget travelers by 25%

Target Audiences

1. Business Travelers – Prioritize reliability, amenities, and seamless booking

2. Leisure Travelers – Seek comfort and affordability for family or vacation travel

3. Students & Budget Travelers – Value low-cost options, flexibility, and discounts

4. Local Businesses – Interested in group travel, cargo services, and corporate perks

Content Pillars & Mix

1. Flight Convenience – In-flight Wi-Fi, amenities, flight timings
2. Destination Highlights – Calgary & Thunder Bay attractions
3. Affordability & Discounts – Student deals, seasonal offers
4. Business Travel Solutions – Corporate packages & cargo
5. Customer Stories – Testimonials, Reels, and UGC highlights

Formats Used: Video Ads | Reels | Infographics | Polls & Quizzes | Case Studies | Live Updates

Campaign Timeline (6 Months)

Month 1: Strategy & Influencer Planning
Month 2–3: Pre-launch teasers + Influencer rollouts
Month 4–5: Official launch + high-engagement content
Month 6: Review KPIs, adjust content mix, push final promos

Budget Breakdown

• Social Media Ads: $43,000/month across Meta, LinkedIn, Twitter, Google

• Content Creation: $18,000/month (graphics, video, photography)

• Influencer Marketing: $13,000/month (platform + collabs + giveaways)

  Total Monthly Budget: $74,000

Conclusion

This campaign showcased our ability to design a targeted, multi-platform strategy grounded in audience insights, practical budgeting, and measurable outcomes. From identifying four distinct customer personas to crafting tailored content pillars and KPIs, we created a roadmap that could be implemented by WestJet’s marketing team to boost bookings and engagement on a newly launched route.

What made this project especially valuable was the real-world integration of marketing theory, social media tools, and airline industry context. It reinforced the importance of audience segmentation, agile planning, and data-informed storytelling in today’s digital-first landscape.