Technology Awards Case Studies Brand Strategy

How WestJet reached a third of Canadians by launching a fake space program


By Awards Analyst | writer

December 9, 2022 | 3 min read

At The Drum Awards for Content 2022, Propel and Oliver Agency won in the Best Content Marketing ROI/Measurement Program category for its ‘WestJet-X’ campaign. Here, we find out more about what went into this successful campaign.

Space x

Is it a bird? Is it a plane? No it's WestJet-X! Isn't it?

The brief

When WestJet launched in 1996 it had one goal: to make air travel more affordable for Canadians. And it did - by offering flights that cost half as much as its competitor, disrupting the airline industry in Canada. Now, 26 years later, the cost of flying is once again skyrocketing, but this time to a new destination: Space.

The idea

Propel and Oliver Agency took aim at the most expensive flights in the universe by launching WestJet-X: a fake space program that offered flights for half the cost, trolling Space-X and Blue Origin along the way. While this space program may have been fake, it reminded everyone that WestJet stays true to making air travel more affordable - no matter the destination.

The results

With 135 media mentions, the campaign reached a third of Canadians.

This campaign was a winner at The Drum Awards for Content 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Technology Awards Case Studies Brand Strategy

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