Westjet Name Change?

evolv · Wed Jul 24, 2013 3:55 pm

Do people think that westjet needs a name change when they start flying internationally, so that people will identify the airline with Canada? Or is the westjet brand known well enough outside of Canada?

Dash9 · Wed Jul 24, 2013 3:59 pm

that would be a bad idea.

For the same reason Delta Airlines is not operating only in the Mississippi Delta. When you have a well known and respected brand you stick to it.

-Dash9

northstardc4m · Wed Jul 24, 2013 3:59 pm

Brand is a funny thing... it doesn't mean as much as you'd think it does.
Unless there is some language issue (Chevy Nova meets Mexico (Chevy Doesn't Go) for example), there isn't much point in a rebrand for moving into new markets.

There's nothing like the Nova issue with the Westjet brand... I don't think they will have any trouble moving into new markets.

OzarkD9S · Wed Jul 24, 2013 4:04 pm

All they would really need to do is market the airline as "WestJet Canada" if and when they start crossing the waters.

MesaFlyGuy · Wed Jul 24, 2013 4:15 pm

Why wouldthey need to change their name for that? Delta flies Internationally, so does United.

YYZYYT · Wed Jul 24, 2013 4:18 pm

Quoting evolv (Thread starter):
Do people think that westjet needs a name change when they start flying internationally

They have been flying internationally for years... seems to have worked out so far.

That said, I have often thought that "WEST jet" was an odd name for an airline flying YHZ-YYT.

yyz717 · Wed Jul 24, 2013 4:23 pm

Quoting OzarkD9S (Reply 3):
All they would really need to do is market the airline as "WestJet Canada" if and when they start crossing the waters.

They have indeed outgrown the meaning of their name, but their brand is so well known in Canada that it doesn't matter here.

They probably have branding or image problems in the US in that many Americans probably think they are a Western US operator. That could be solved with "Westjet Canada".

Too bad "Canjet" is taken.

SpaceshipDC10 · Wed Jul 24, 2013 4:40 pm

Northwest also outgrew the meaning of its name. Just like Wardair, I believe WestJet should change its corporate name to WestJet Canada or at least place the Canadian flag just behind the cockpit windows like WD did where it could be easily seen by waiting passengers.

IADCA · Wed Jul 24, 2013 4:42 pm

Quoting YYZYYT (Reply 5):
That said, I have often thought that "WEST jet" was an odd name for an airline flying YHZ-YYT.

Same for WN flying BWI-PVD, but that one's not changing either.

commavia · Wed Jul 24, 2013 4:42 pm

I suggest "Canadi>n"

yowza · Wed Jul 24, 2013 4:47 pm

I've often wondered this myself and I believe that the answer will be subtle brand augmentation versus a full on change. I expect to see WestJet become WestJet Canada. I also expect the word Canada and some Canadian icon become a part of the WestJet livery.

Quoting YYZYYT (Reply 5):
They have been flying internationally for years... seems to have worked out so far.

I suspect the OP meant lonh haul ops outside the US and Carribean. In some aviation circles in Canada "international' is synonymous with international long-haul whereas the USA and Caribbean are bucketed as trans-border.

YOWza

planeguy727 · Wed Jul 24, 2013 4:53 pm

The name has not been a barrier for Alaska to be successful with lower 48 to Mexico or Hawaii routes.

Southwest offers flights from NYC to other east coast destinations.

If you do it right, your brand is adapted and positioned in new markets rather than change your name to create a new brand.

silentbob · Wed Jul 24, 2013 4:57 pm

Quoting NorthStarDC4M (Reply 2):
There's nothing like the Nova issue with the Westjet brand... I don't think they will have any trouble moving into new markets.

Agreed, it's not like it would be difficult to position the "west" part to represent the "western hemisphere" and that wouldn't require any changes to the name, marketing or branding efforts already in place.

Whiteguy · Wed Jul 24, 2013 4:59 pm

Quoting commavia (Reply 9):

I suggest "Canadi>n"

Why??? Canadian failed as an airline! I never understand the fixation with resurrecting failures!

robsaw · Wed Jul 24, 2013 5:54 pm

Quoting SpaceshipDC10 (Reply 7):
Northwest also outgrew the meaning of its name. Just like Wardair, I believe WestJet should change its corporate name to WestJet Canada or at least place the Canadian flag just behind the cockpit windows like WD did where it could be easily seen by waiting passengers.

WestJet to WestJet Canada is an unsubstantive change that accomplishes what exactly? And, in how many airports do passengers get ANY easy look at their aircraft or bother to look? I personally am interested in airlines and aircraft and look where possible, but I'd say I represent about 1% of the waiting passengers. In any case, there IS a Canadian flag towards the rear of the aircraft where it is generally more visible for waiting passengers.

robsaw · Wed Jul 24, 2013 5:58 pm

Quoting planeguy727 (Reply 11):
The name has not been a barrier for Alaska to be successful with lower 48 to Mexico or Hawaii routes.

But you do know that Alaska is currently in the midst of a "re-branding exercise"? However, Alaska has already stated they are keeping Alaska and haven't disclosed exactly what changes in logo, livery or possible name variations incorporating "Alaska" that they might execute.

cargolex · Wed Jul 24, 2013 6:03 pm

Quoting whiteguy (Reply 13):

Why??? Canadian failed as an airline! I never understand the fixation with resurrecting failures!

I'm pretty sure that was a tongue-in-cheek comment.

WestJet's a strong brand, even many Americans know it. It would be foolish to ditch it, and it's generic enough that it could work anywhere, really. Not like "Lake Central Airlines" or "Quebecair."

egnr · Wed Jul 24, 2013 8:00 pm

Quoting evolv (Thread starter):
Do people think that westjet needs a name change when they start flying internationally, so that people will identify the airline with Canada? Or is the westjet brand known well enough outside of Canada?

Is there actually a need for any airline's name to identify with any specific country? Especially with the rise in online bookings and air fare scanning websites - people visit Expedia or similar and say where they want to fly from and to, then make their selection based on price, flight times, etc.

In Europe, we have Ryanair, easyJet, Vueling and wizzair amongst others without geographical names flying point-to-point from various countries across Europe. easyJet could take me from Manchester to Basle, or from Basle to Madrid, or Budapest to Paris.

At the opposite end of the argument, Norwegian could fly me from Gatwick to Rome or Rome to Copenhagen. Going nowhere near Norway!

[Edited 2013-07-24 13:00:54]

brilondon · Wed Jul 24, 2013 8:31 pm

Quoting YYZYYT (Reply 5):
That said, I have often thought that "WEST jet" was an odd name for an airline flying YHZ-YYT.

CP had that name and yet I flew them to AMS from YYZ and they seemed successful at it without us actually being in the Pacific or flying in Canada. Westjet is just a name. But for an example people fly WN from BWI to Florida and they don't seem confused so it really is just for the truly stupid who would get confused.

rikkus67 · Wed Jul 24, 2013 9:31 pm

WESTjet was only thought of a "regional" brand when the airline was only in the west. Once they started coast to coast flying, plus the multiple international routes now available... it's brand to many is "Westjet: the OTHER major Canadian Airline". No need to change the name.

aztrainer · Wed Jul 24, 2013 9:43 pm

I would say no, as there is/are a lot of examples of regional and local airlines that went national.

Southwest does not just fly in the southwest US.
Alaska Airlines dose not just fly in Alaska
Hawaiian is not just flying in the Hawaiian Islands (Granted, they do connect through Hawai'i)

Now, does Westjet scream Canada to someone not from Canada, I would say no. But with a good PR campaign and informing the traveling public it should be fine. I think a problem would be if they try to become something more similar to Air Canada the general public may get confused. IMHO

Oroka · Thu Jul 25, 2013 3:13 am

Is this the opposite of Air Canada's long string of naming their regional airlines something other than Air Canada?

Does it matter if someone flying on an international flight knows that Westjet is a Canadian company? The people who it matters to will see the Canadian flag on the back. Westjet will become a massive hit if they just keep up with the business plan they are using right now... it will be a reflection of Canadian hospitality, rather than the old cranky battle axes stalking the isles on Air Canada jets.

I mean come on, they tell jokes over the intercom while waiting for take off. Ever hear a flight attendant from Ontario do the pre flight safety demo in 'Newfinese' because it was her first trip there? Its great fun and amusing, it really sets the tone for a pleasant flight. Im pretty sure there was a reference to a cod fish tossed in that day!

clickhappy · Thu Jul 25, 2013 3:18 am

Quoting NorthStarDC4M (Reply 2):
Chevy Nova meets Mexico (Chevy Doesn't Go

That's actually an urban legend. "Nova" is also a type of gas in Mexico, so, unless you think Mexicans are filling up with a gas called "no go," it doesn't make much sense

n797mx · Thu Jul 25, 2013 3:25 am

Quoting yyz717 (Reply 6):
Too bad "Canjet" is taken.

Quoting commavia (Reply 9):
I suggest "Canadi>n"

I say Canada 3000 needs to live again...

YYZatcboy · Thu Jul 25, 2013 3:44 am

Does WS need a name change? No. Does WS need a new livery? Yes.

SLCUT2777 · Thu Jul 25, 2013 4:25 am

Quoting rikkus67 (Reply 19):
WESTjet was only thought of a "regional" brand when the airline was only in the west. Once they started coast to coast flying, plus the multiple international routes now available... it's brand to many is "Westjet: the OTHER major Canadian Airline". No need to change the name.

WN has long evolved out of a regional airline based in Texas, and ironically WS was founded in a similar business model to be the WN of Canada although it has deviated from that somewhat.

RyanairGuru · Thu Jul 25, 2013 4:35 am

Quoting whiteguy (Reply 13):
Why??? Canadian failed as an airline! I never understand the fixation with resurrecting failures!

Same. When there was first talk about Virgin Blue rebranding on here, several posters suggested Ansett

(although with both NZ and SQ holding substantial shareholdings in VA then they were closer to the truth than they would have guessed

)

Quoting YYZYYT (Reply 5):
I have often thought that "WEST jet" was an odd name for an airline flying YHZ-YYT.

Why? YHZ is west of YYT

opethfan · Thu Jul 25, 2013 5:30 am

Quoting YYZatcboy (Reply 24):
Does WS need a name change? No. Does WS need a new livery? Yes.

And maybe a new website. How about something based on http://www.f-i.com/fi/airlines/ ?

drgmobile · Thu Jul 25, 2013 2:10 pm

Will never happen. I remember being really annoyed when Canadian Pacific Hotels bought Fairmont and adopted the latter's name. It may have had more to do with the dismantling of the CP empire than the need for a new name, but I still thought it was bad to turn the company's back on its history. Based on the logic, nobody would take Holland America or Norwegian Cruise Line to the Caribbean.

ckfred · Thu Jul 25, 2013 2:53 pm

Years ago, Northwest used to run ads in Chicago with the line, "Going South? Fly Northwest." They even turned a map of the U.S. upside down, to show all of NW's Chicago-Florida routes as heading to the northwest of Chicago.

SpaceshipDC10 · Thu Jul 25, 2013 3:37 pm

Quoting YYZatcboy (Reply 24):
Does WS need a new livery? Yes.

What's wrong with the current one ?

jayeshrulz · Thu Jul 25, 2013 3:40 pm

Names are really important. But when you have a brand in place, there is a image created in the minds of the people, and any change stands high chance of rejection.
WestJet is a known name in the Americas, and if it ever decides to cross the pond, WestJet Canada would do.

Same like Cathay Pacific or KLM. (Although they are the "original pioneer" names in the aviation Industry).
What does Lufthansa actually say about Germany? Should it be Air Germany? No, because its a brand hammered into the minds of people!

But to this, I must add, WestJet is not much known in the Asia or Eastern Europe.

MesaFlyGuy · Thu Jul 25, 2013 4:59 pm

Quoting SpaceshipDC10 (Reply 30):
Does WS need a new livery? Yes.What's wrong with the current one ?

Nothing.

rikkus67 · Thu Jul 25, 2013 5:24 pm

Quoting Mesaflyguy (Reply 32):
Quoting SpaceshipDC10 (Reply 30):
Does WS need a new livery? Yes.What's wrong with the current one ?

Nothing.

The Chevron logo is actually a bit of brilliant marketing, whether intentional, or not:

(not actually sure they call it a "chevron"....)

Flightsimboy · Thu Jul 25, 2013 5:29 pm

Quoting YYZatcboy (Reply 24):
Does WS need a new livery? Yes.

They definitely need a new livery!

c172akula · Thu Jul 25, 2013 5:43 pm

At least give us a special livery or two (the Car-antee one is/was horrible).

Still can't believe their 100th 737 only had a hashtag on the front to indicate anything special. What a wasted opportunity.

rikkus67 · Thu Jul 25, 2013 5:43 pm

Quoting flightsimboy (Reply 34):
They definitely need a new livery!

Not a new livery, but maybe updated colours.

kgaiflyer · Thu Jul 25, 2013 6:23 pm

Quoting yyz717 (Reply 6):
They probably have branding or image problems in the US in that many Americans probably think they are a Western US operator. That could be solved with "Westjet Canada".

Too bad "Canjet" is taken.

Quite the opposite.

Americans who see WestJet planes in MIA, ORD, SAN, SFO, and LAS still have no bloody clue who Canjet is.

ckfred · Thu Jul 25, 2013 7:21 pm

Quoting kgaiflyer (Reply 37):
Americans who see WestJet planes in MIA, ORD, SAN, SFO, and LAS still have no bloody clue who Canjet is.

But, if someone from Miami, Chicago, San Francisco, or Las Vegas has traveled to Canada with some regularity, they might indeed know the difference between WestJet and CanJet.

Further, CanJet flew to MDW for a short while, so people who fly out of both MDW and ORD would know the difference.

brilondon · Thu Jul 25, 2013 7:32 pm

I believe that the WestJet name and logo are very well known brand. About people not knowing whether it is Canadian, well there is the Canadian flag under the word "proudly", so it you cared and actually saw the aircraft, I don't think that it is an issue.

Viscount724 · Thu Jul 25, 2013 8:37 pm

Quoting Oroka (Reply 21):
Is this the opposite of Air Canada's long string of naming their regional airlines something other than Air Canada?

But always booked and marketed as AC so it didn't really matter. The individual regional carrier names are only for legal purposes since they are separate companies with their own operating certificates, like regional carriers worldwide that operate for major carriers. And AC is now marketing all their regional operators with a single Air Canada Express brand and livery that's almost identical to mainline AC.

yyz717 · Thu Jul 25, 2013 9:42 pm

Quoting kgaiflyer (Reply 37):
Americans who see WestJet planes in MIA, ORD, SAN, SFO, and LAS still have no bloody clue who Canjet is.

No doubt, but my point was that Canjet is more obviously (or suggestive of being) a Canadian carrier than Westjet which is more generic and could have been the name of the US carrier.

SLCUT2777 · Thu Jul 25, 2013 10:18 pm

Quoting rikkus67 (Reply 33):
The Chevron logo is actually a bit of brilliant marketing, whether intentional, or not:

Incorporating the old Western "swizzile-stick" into the current WS livery? DL might claim copyright infringement!

kgaiflyer · Fri Jul 26, 2013 12:10 am

Quoting ckfred (Reply 38):
Further, CanJet flew to MDW for a short while, so people who fly out of both MDW and ORD would know the difference.

Canjet has, what, five airframes? Chances of seeing a Sunwings plane are much stronger.

Quoting yyz717 (Reply 41):
No doubt, but my point was that Canjet is more obviously (or suggestive of being) a Canadian carrier than Westjet which is more generic and could have been the name of the US carrier.

Point taken.

I apologize for the attitude.

hOMSaR · Fri Jul 26, 2013 12:24 am

Why do people need to know that WestJet is a Canadian carrier?

Does Qantas need to have "Australia" in its name for people to know to fly them to Australia? Does Virgin Atlantic need to have England/UK/whatever in its name?

Very few of the US airlines have any relevant geographic reference in their name (even those that started out with a relevant geographic reference have outgrown it).

I'm not sure what benefit at all there would be in having any reference to Canada in WestJet's name. Nowadays, most travelers either go to Orbitz/Travelocity/whatever and book the cheapest fare, or they stick to a preferred airline/alliance for frequent flyer benefits. It's not like we're in the days of "I need to fly to France, so I guess I have to call up Air France and buy a ticket."

In today's world, airlines don't need names associated with their destinations. An airline's name is simply a marketing/branding thing, and nothing more. If you have a recognized, successful brand, you don't change it.

kgaiflyer · Fri Jul 26, 2013 1:21 am

Quoting hOmSAr (Reply 44):
In today's world, airlines don't need names associated with their destinations. An airline's name is simply a marketing/branding thing, and nothing more. If you have a recognized, successful brand, you don't change it.

Good point.

One of WN's busiest focus cities is BWI -- in the northeast.

So, I'll assume Southwest Airlines won't be changing its name soon.

Bureaucromancer · Fri Jul 26, 2013 6:55 am

If they had any interest in doing a serious rebrand they would have done it early on IMO. They did get register EastJet as a trademark at one point iirc, but it was definitely never used.

robsaw · Fri Jul 26, 2013 8:27 pm

Quoting hOmSAr (Reply 44):
In today's world, airlines don't need names associated with their destinations. An airline's name is simply a marketing/branding thing, and nothing more. If you have a recognized, successful brand, you don't change it.

Exactly. If your brand has negative or truly confusing connotations (sort of like Chevy changing the name of their compact car line every re-design) you consider changing it; otherwise the value of the brand is in its simple recognition not what the meaning of the actual words.

There are some exceptions of course, like when a companies acronym becomes more well-known that its full name or the full name has negative connotations and the corporate name is actually changed to the acronym (AOL, KFC, LG).

The counter-example is Wardair, which was originally Wardair Ltd and changed its name to Wardair Canada after 23 years; of course it folded 13 years after that name change - if that is evidence of anything?

Viscount724 · Fri Jul 26, 2013 8:45 pm

Quoting robsaw (Reply 47):
The counter-example is Wardair, which was originally Wardair Ltd and changed its name to Wardair Canada after 23 years; of course it folded 13 years after that name change - if that is evidence of anything?

Airlines bearing the name of their founder haven't had the best of luck. Braniff, Ansett, Braathens, Reeve Aleutian and Lloyd Aero Boliviano come to mind. Probably a few others. Ryanair is a rare exception.

longhauler · Sat Jul 27, 2013 3:08 pm

There is a certain "regionality" between Air Canada and Westjet.

Granted both carriers fly from coast to coast, Westjet will always be the prefered carrier in the west with the "anything but Air Canada" attitude popping up every now and then. And Air Canada will always be stronger in the east.

Remember that technically "Air Canada" is French. The name was changed from Trans-Canada Air Lines to be bilingual. And to certain parts of Canada, Air Canada will always be that "French Canadian Airline from Quebec". (even though AC flies more people out of YVR and YYC than WS!)

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