Now if Legally Blonde created an airline it would probably look and sound a little like Westjet’s Ultra-low cost carrier ‘Swoop’. Sporting a large wave through the logo (that we can’t help but see a Trump-esque hairdo – once seen, never unseen) the airline has embraced pink as their brand colour.


The airline will be based in Calgary, Canada and will start selling flights in 2018. Basing their product on the likes of global ULCC’s Ryanair and Air Asia, its set to challenge the market. “The name Swoop denotes exactly what we plan to do,” said Bob Cummings WestJet Executive Vice-President, Strategy and the executive member responsible for the launch of Swoop. “It’s a powerful verb that demonstrates we plan to swoop in to the Canadian market with a new business model that will provide lower fares and greater opportunity for more Canadians to travel.”


The airline will start with a fleet of 737-800’s, a proven model for the LCC sector. The introduction of the colour pink into the Northern American continent will certainly do well in disrupting the market. The fun, quirky, almost 60’s hairdressing salon approach to the brand will also stand out, and we hope that the marketing team turns this up to the max to really grab consumers attention. While there are already a few LCC carriers that utilise Pink (Wow Air, Peach and Wizz Air) none truly will compete against Swoop’s core market, allowing the airline to own the brand colour in Canada.

Posted by:Jonny Clark

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