Lunch (free) ..On WestJet

[Kip Powick]

Lunch was on WestJet.

The Calgary-based low-cost airline picked up the tab for patrons in three fine dining establishments last week: one in Toronto, one in Montreal and another in Ottawa.

A WestJet Airlines Ltd. spokesman said the aim was to raise awareness of the carrier’s new “eastern triangle” service for business travellers launched on May 2.

The airline now offers 10 flights each business day between Toronto and Montreal and nine flights between Toronto and Ottawa, with departures at peak business times from dedicated gates.

“Talk about making my day,” said one of the patrons at Le Sélect Bistro in downtown Toronto who enjoyed a free lunch Thursday courtesy of WestJet.

“Once it came to pay, our waiter informed us that WestJet had taken it upon themselves to treat us,” said Casey, who asked that his last name not be used. “Apparently, everyone in the restaurant was having their lunches paid for.”

He said patrons were given a flyer in place of the bill, with the flyer doubling as a coupon to receive half off their next flight to Montreal or Ottawa.

WestJet bought lunch for about 250 people in all at the restaurants, which included Le Local in Montreal and Ottawa’s Play.

“Offering a free lunch is definitely a good way to get noticed,” said Tom Gierasimczuk, editor-in-chief of Marketing Magazine.

When diners opened the billfold they found a “buck slip” saying that lunch was on WestJet. Each person at the table also received a promo code for 50 per cent off a flight for two on the triangle.

The buck slip contained information about WestJet’s improved schedule and services on the new flights, which include no fees to take an earlier or later flight on the same day and complimentary wine and beer on board.

In addition, guests travelling on the eastern triangle route will be offered 50 per cent off their next Toronto-Montreal or Toronto-Ottawa flight if their aircraft is delayed by more than 30 minutes. If a flight is cancelled, customers can get full credit for the ticket plus half off their next eastern triangle flight.

“Our low cost allows us to comfortably serve the triangle at considerably lower levels throughout the fare structure,” said Bob Cummings, WestJet’s executive vice-president for sales and marketing.

But Robert Kokonis, president of Toronto-based aviation consulting firm AirTrav Inc., said WestJet needs to do more than roll out ad hoc promotions and more flights to lure corporate flyers away from Toronto-based regional turboprop carrier Porter Airlines and Air Canada’s top-flight corporate service.

Kokonis said WestJet would benefit from a second fleet of smaller, 90-to-100-seat regional planes, adding the shortcoming has forced the company to be more creative in efforts to lure business customers.

He said WestJet has stepped up promotions, moved a key executive to Toronto from Calgary and worked to make its fleet more attractive to corporate clients with services including live TV.

Kokonis added that while leisure travel provides the bulk of the business for most airlines, it is the consistency of business travellers that keeps them flying in tough economic times.

WestJet, meanwhile, said the increase in traffic in the triangle has been significant since May 2, adding that forward bookings are also strong.

[Seeker]

That's an interesting promotion. If you estimate $40/person X 250 = $10,000 with the free news story as a bonus. That's much cheaper than running a paid ad spot. I'm curious about how the restaurant choice was made - you'd want to select carefully.