WINNIPEG — WestJet, the Official Airline of the Canadian Football League (CFL), surprised passengers and sports fans in Winnipeg last week with an unexpected treat: a glimpse of the iconic Grey Cup. 

Passengers flying in from cities like Saskatoon, Toronto and Edmonton on Nov. 8 were greeted by none other than the CFL’s Grey Cup, circulating on the baggage carousel as part of a unique activation to mark the airline’s first campaign under its new brand platform, “Where your story takes off.”

The Grey Cup, which is normally kept out of sight until the big game, was brought to Winnipeg by WestJet in partnership with the CFL ahead of the Western Final between the Winnipeg Blue Bombers and the Saskatchewan Roughriders on Nov. 9. For fans arriving to attend the game, the sight of the historic trophy on the carousel was an unforgettable moment.

Jeff McWhinney, the Keeper of the Cup, was on hand at the airport to personally retrieve the prized trophy, which was placed in a plexiglass display case featuring WestJet and CFL team logos. The event provided fans with a rare opportunity to snap photos with the Grey Cup, further adding to the excitement of the moment.

“It’s such a thrill to see the excitement on the faces of CFL fans as they catch their first glimpse of the Grey Cup,” said McWhinney, whose passion for the sport was inherited from his father, Glenn, a former player in the pre-CFL era. “This is a great way to share the magic of the Grey Cup with fans from across the country.”

As the Official Airline and Vacation Tour Operator of the CFL, WestJet plays a key role in connecting fans with their favourite teams, flying CFL squads across the country during the post-season and to the Grey Cup, Canada’s largest single-day sporting event. This year, WestJet is also a Gold Partner for the 2024 Grey Cup Festival.

Mariam Wilton, Senior Manager of Brand Strategy & Activation at WestJet, explained the motivation behind the activation. “We know how much these final games mean to CFL fans, many of whom travel across the country to cheer on their teams,” she said. “This experience at the baggage carousel was our way of giving them a memorable welcome to Winnipeg – a moment they won’t soon forget.”

WestJet’s new tagline, “Where your story takes off,” reflects the airline’s ongoing commitment to enriching its guests’ travel experiences by creating memorable moments along the way. Jennifer Callegaro, Director of Marketing at WestJet, emphasized the company’s dedication to creating meaningful experiences for its guests. “This activation at the airport was a perfect example of how we go above and beyond to make travel more than just a journey – we want to help our guests create stories that will stay with them long after they leave.”

For more footage of the Grey Cup surprise and additional details, click here.