WestJet has recently announced non-stop roundtrip service to between Toronto and New York, via LaGuardia Airport. As a long standing tradition with each new destination, WestJet wanted to create a celebration around the new addition to their network. Mosaic was thrilled to work with WestJet (our first time) to create buzz, awareness and excitement around their newly added route LaGuardia.
On June 8, we took over the streets of Toronto, deploying 100 enthusiastic Mosaic brand ambassadors. Dressed as the Statue of Liberty, they hit the streets, connecting with consumers, delivering key messages to potential guests, distributing 23,000 unique promo codes, and handing out 150 flights at 100% off the base fare to promote the new route.
In addition to the experiential activation, a media relations and social media campaign was executed the week leading up to launch culminating in real-time content delivered from the streets of Toronto and a flight giveaway on Twitter using the designated #NYCASAP.
The social media and public relations efforts delivered outstanding results for our new client, with over 15 million media impressions, 52 media stories, and #NYCASAP being a trending topic in Toronto, Calgary and Edmonton, as well as nationally!