CALGARY — WestJet has taken off with a new brand platform and national ad campaign that highlights the transformative power of travel.

Under the tagline, ‘Where Your Story Takes Off,’ the platform celebrates the countless stories that pass through a WestJet flight. According to the airline, nearly nine out of 10 Canadians acknowledge that travel has given them some of their most cherished memories.

“Whether you’re taking off for a big bucket list trip or returning home to see your kids after travelling for work, WestJet plays an important role in enabling all the everyday and life-changing stories that our guests carry with them, and that was the inspiration for the new platform,” said Jennifer Callegaro, Director of Marketing, WestJet.

Callegaro went on to explain that that campaign was born from the insight that although every guest on a flight may be going to the same destination, they’re not going to the same place. Through the campaign, WestJet aims to celebrate the uniqueness of each guest’s journey and the role WestJetters have in helping them connect to the moments that matter most to them.

The campaign takes flight with over 50 travel stories featured in television, online video, premium digital social placements and an extensive range of high-impact billboards across the country.