WestJet Fan Pages

Harveen Ghumaan 

Below is a link to an unofficial WestJet fan page and club. On this page, WestJet fans post content and questions (images, news, videos, reviews, and blog posts) about the WestJet Airline Company.

Facebook Fan Page: Forever Teal – a WestJet Fan Club

Forever Teal – a WestJet Fan Club is a Facebook group open to the public. It is an unofficial WestJet fan page or club. It is dedicated to current and former WestJetters or non-WestJetters to have somewhere to share the things they love about WestJet.

Click the link to check it out: https://www.facebook.com/groups/ForeverTealAWestJetFanClub/

WestJet vs Cathay Pacific on YouTube

Harveen Ghumaan

How often does each Airline company post a new video?

WestJet is not as active on YouTube as it is on Facebook and Twitter. The last video they posted on their YouTube channel was February 13^th, 2017 (8 hours ago). The video is about how WestJet has increased its Quebec service. Skimming through their videos, it is visible that they post around 2-3 times in a month. WestJet posts its videos in 2 languages; English and French.

Cathay Pacific is also not as active on YouTube as it on Facebook and Twitter. The last video they posted on their YouTube channel was 3 weeks ago from February 13^th, 2017. The video is about Cathay Pacific & Cathay Dragon – Marriage in the Air. Skimming through their videos, it is visible that they post around 4-5 times every 2 months, and about 2 times in between that gap.

What kind of video content does each Airline company post?

WestJet posts a variety of different content on YouTube, all ranging from commercials, experiences, miracles, services, captain retirements, flights and more!

Cathay Pacific also posts a variety of different content on YouTube, all ranging from members, launches, contests, planes, apps, inflight safety, staff and more!

In the description area, what kind of content is included?

In a typical WestJet video the description area consists of a summary as to what the video is about and any link(s) to their website to access additional information on the subject they are sharing.

Alike WestJet’s YouTube video descriptions, in a typical Cathay Pacific video the description area consists of a summary as to what the video is about and any link(s) to their website to access additional information on the subject they are sharing.

Which are your Airline Company’s most successful recent videos?

A recent WestJet video that is successful is the video “WestJet Christmas Miracle: Fort McMurray Strong”. This video captures one of WestJet’s Christmas miracle’s towards a family. This video has 1, 393,591 views, 4,670 likes, and 593 comments. You can watch this video by clicking on the following link: https://www.youtube.com/watch?v=y7qZclJIjOM

A recent Cathay Pacific video that is successful is the video “A350 before Your Eyes”. This video gives its viewers a glimpse of one of their aircraft models. It also describes to them how it will change the way they travel. This video has 75,972 views, 283 likes, and 22 comments. You can watch this video by clicking on the following link: https://www.youtube.com/watch?v=3kkSEeh-kOQ

Why do you think these two videos were so successful?

The WestJet video was successful because it shared something very different and unique in comparison to other Airline companies. Viewers found this miraculous experience to be something so special and considerate for families. WestJet is going up and beyond in keeping their clients happy, valued, and cared for.

The Cathay Pacific video was successful because it advertises and introduces one of their aircraft models, which interest its viewers. Something new is always liked because it would be different and special. Also, viewers felt the company growing and advancing.

Fun Facts On WestJet & Cathay Pacific

WestJet vs Cathay Pacific on Twitter

Harvenn Ghumaan

How often does each Airline company post?

WestJet is highly active on Twitter, posting multiple times a day. On WestJet’s main Twitter page, during the cycle of a 7 day week (i.e. Monday - Sunday) WestJet posts around 4-5 times a day. On the weekends, WestJet is much less active on Twitter, as it only posts once or twice on one day out of the 2 days. WestJet has a total of 165K tweets.

Cathay Pacific is much less active on Twitter compared to WestJet. On Cathay Pacific’s main Twitter page, during the cycle of a 7 day week (i.e. Monday – Sunday) Cathay Pacific posts around 3-4 times a week and usually only once in that day. On the weekends, Cathay Pacific isn’t very much active. Rarely would they post once over the weekend(s). Cathay Pacific has a total of 2,730 tweets.

What kind of content does each Airline company post?

WestJet posts a variety of different content on their Twitter page. The content they post on Twitter is very much consistent and similar to their Facebook posts, often sharing the same information, just through a different media channel. The content includes: weather advisories, trip suggestions, in-flight views, trip snaps, sales, promotions, events, WestJet rewards program enhancements, in-flight experiences/opportunities, wishes, trip ideas and more! All the following posts are conveyed with the attachment of images or videos.

Cathay Pacific also posts a lot of different content on their Twitter page. The content they post on their Twitter page is very much consistent and similar to the content they post on their Facebook page. The content they post on Twitter consists of: sales, promotions, donations, wishes, trip/destination shots, Marco Polo Diamond and Gold Club perks, Dream Destination (Quiz) and more! The following posts and information is conveyed through images or videos.

Does each Airline company use the 50/50 rule?

WestJet promotes the ideas their Twitter followers share. So, WestJet asks questions relating to their destinations and trips. In return, they encourage their followers to share their opinion and thoughts on them.

Cathay Pacific promotes a lot of personal experiences and feelings connected to their destinations and trips. They post contests and challenges in which they can win prizes. For example, Cathay Pacific may ask its followers to share their 3 most enjoyed trips of the year to win something in the end. Loads of followers will participate and share their answers and have fun.

Keyword sentences used by either Airline company

WestJet uses many hashtag “#” lines in their Twitter posts. This includes: “#WestJet”, #Canada150”, “#WeLoveWinter”, and “#Explore Canada”.

Cathay Pacific also uses many hashtag “#” lines in their Twitter posts. Examples are: “#lifewelltravelled”, “#HKwelltravelled”, and “#HongKong”.

Which are the most successful recent posts?

The most successful recent WestJet tweet was on February 1^st, 2017. It got 45 retweets and 217 likes. The following tweet was promoting WestJet’s inflight entertainment which was brought by northern lights.

The most successful recent Cathay Pacific tweet was on January 16^th, 2017. It received 2 retweets and 6 likes. Unfortunately, it seems Cathay Pacific’s Twitter page doesn’t receive a lot of retweets or likes on its tweets.  The following tweet was promoting its Diamond & Gold Marco Polo Club perks.

Why are these posts successful?

The WestJet tweet promoting its inflight entertainment brought to them by the northern lights was a successful tweet because the clients inside the plane were stunned by the view outside the window. Other followers retweeted and liked the tweet for WestJet’s level of service and how it keeps its clients happy. They are always going above and beyond in order to provide the best service and flying experience(s). Many followers and fans were shocked and amused at seeing something so amazing, different and special take place during a flight.

The Cathay Pacific tweet promoting its Diamond & Gold Marco Polo Club perks was a more successful tweet compared to their other recent tweets because their more valued members were pleased to see more perks and benefits kicking in just for them! 

WestJet vs Cathay Pacific on Facebook

Harveen Ghumaan

How often does each Airline company post?

WestJet is very active on Facebook. WestJet posts almost every day. On WestJet’s main Facebook page, during the cycle of a 7 day week (i.e. Monday – Sunday) WestJet posts around 5 times a week. They may skip 1 weekday to post depending on the amount of events and sales they could be promoting. On the weekends, WestJet is less active, posting around once over the 2 day period.

Cathay Pacific is also quite active on Facebook. Cathay Pacific posts almost every day too. On Cathay Pacific’s main Facebook page, during the cycle of a 7 day week (i.e. Monday – Sunday) Cathay Pacific posts around 4-5 times a week. Alike WestJet, they usually skip 1 weekday to post. Sometimes, Cathay Pacific posts 2 times in 1 day. Also, WestJet was still posting during the dates December 25^th- December 30^th. WestJet posted about 3 times during this period. Whereas, Cathay Pacific didn’t post after December 25^th until December 30^th. I feel they should have posted and advertised since people get holidays at this time of year and could potentially plane a trip.

What kind of content does each Airline company post?

WestJet posts a lot of different content on their main Facebook page. Their content ranges from sales, promotions, weather advisories, travel advisories, destination wedding ideas, flight schedules, office views from inside the plane, plane takeoff & departure shots, trips, birthday ideas, airport incidents, and wishes! These posts are conveyed through images and videos.

On the other hand, Cathay Pacific’s posts are much different in comparison to WestJet’s. On Cathay Pacific’s main Facebook page their posts consist a mix of promotions on how to earn more or double Asia miles, wishes, trips, sales, good news, Marco Polo & Diamond and Gold Cub benefits, challenges/contests, charities/donations, and plane takeoff shots. Alike WestJet posts, Cathay Pacific also shares their content through images and videos.

Does each Airline company use the 50/50 rule?

WestJet promotes its audience to answer back to some of their ideas. For example, they post destination wedding ideas, holiday ideas, and birthday ideas. With this, they post a question asking their audience what they think or feel about it.

Cathay Pacific promotes challenges, contents, and quizzes to earn and win prizes. Their fans can win things like a limited edition Year of the Rooster collectible or a Cathay Pacific power bank, and more! Also, they post picture of their destinations and question their audiences what they feel about the destination?

           

Keyword sentences used by either Airline company

WestJet uses keywords sentences in their Facebook posts like: “Lowest fares can be found for travel on Tuesdays and Wednesdays”, “Sale now”, and “Get away”.

Cathay Pacific uses keywords sentences on their Facebook posts like: “Good news!”, “Seat sales”, and “Dream Destination (Quiz)”.

Which are the most successful recent posts?

The most successful recent WestJet post was on January 28, 2017 at 9:35am. It has 1,576 likes, 29, 796 shares, and 5,151 comments. The post was a Travel Advisory.

The most successful recent Cathay Pacific post was on January 17, 2017 at 12:00pm. It has 1,539 likes, 62 shares, and 29 comments. The post was a “Good news!” post declaring that they’re increasing their Toronto flights to twice a day, summer 2017.

Why are these posts successful?

The WestJet post was successful because WestJet clients and fans were aware of travelling rules and regulations. This post showed how WestJet is in check with current traveling requirements. A lot of their clients and fans shared this post due to being against Donald Trump’s decision and to show their hate towards him. A lot of people also shared this to show their support against this unfair decision that the President of America has made.

The Cathay Pacific post was successful because Cathay Pacific clients and fans received a summer vibe from it. Also, many of the clients and fans were happy to hear this news as it gives them more choices and flexibility as to which day they would like to fly. Consumers love to have more freedom and choices. 

An SEO Analysis of WestJet & Cathay Pacific

Title: An SEO Analysis of 2 Airline Companies   

Written by: Harveen Ghumaan

Subtitle: “WestJet vs. Cathay Pacific. Which Airline Company Optimizes Better?”

Introduction

It is important to look into and analyze the following Search Engine Optimization (SEO) considerations/factors in order to make your SEO a hit. An SEO is an important consideration for marketers as it will only help in gaining and attracting traffic/viewers/clients. It will allow marketers to better understand and fulfil their audience’s needs and wants. SEO’s are a great way/source of getting to connect with your audience and keep them happy. They also allow you in keeping up to date with today’s trends and human desires.

SEO Audit	WestJet	Cathay Pacific
Screen Captures of both Brand’s home pages:
1.     URL:	https://www.westjet.com/en-ca/index	https://www.cathaypacific.com/cx/en_CA.html
2.     Page Title	WestJet	Cathay Pacific
3.     Meta Description	Find low fare flights, save with discount codes and seat sales, discover travel and destination information, manage upcoming trips and more.	Book flights to Hong Kong, Manila, Bangkok, New York, Guangzhou and other destinations with Cathay Pacific. You can also book your flights online, manage …
4.     Meta Keywords :	No keywords in the source code.	Airline flight status, Cathayair, flight information, cheap airfares, vacation package, MPO, Cathay Pacific, Marco Polo Club, Cathay Pacific, check flight status, Cathay Pacific, travel deal, Cathay Pacific, airline flight tracking, Asia Miles, Cathay Pacific, flight reservation, online check-in, Cathay Pacific frequent flyer, phone number, Cathay pacific, online buy ticket, CX, contact number, seating charts
5.     Quality of written content	The quality of the written content is good.	Limited written content. Mainly communicating and conveying through the use of images.
6.     Content shareable	No, WestJet does not have a share link for people to easily share content.	Cathay Pacific allows you to share their page through Facebook, Twitter, Mail, and LinkedIn.
7.     Quality of visual content	Good quality visuals are used on the homepage of the site.	Great quality visuals are used on the homepage of the site.
8.     site upload speed	The site loaded pretty fast even though it has a lot of images and content to upload. Fast uploading speed.	The site came up pretty fast, but there was a slight delay in the images uploading. Fast uploading speed, but slower than WestJet. This could be due to Cathay Pacific having more images on their homepage than WestJet.
9.     Call-to-action:	“Book a flight” “Get flights” “Learn more”	“Book a trip” “Search flights” “Learn more” “Find out more” “Discover more”
10.  Anchored Text (hyperlinks):	“More details” “Learn more” “Learn more about baggage fees” “Book using WestJet dollars” “See terms and conditions”	“Redeem flights” “Multi-city / stopover” “Learn more” “Find out more” “Discover more”
11.  Mobile Friendly: Yes/No	Yes, easily accessible through mobile phones.  There is also an app.	Yes, easily accessible through mobile phones. There is also an app.
12.  Social Media: (List all SM icons on the home page.	The following icons are listed on the social media homepage: Twitter, YouTube, Facebook, Instagram, and LinkedIn, iOS App, Android App, and WestJet Blog.	The following icons are listed on the homepage: Facebook, Twitter, LinkedIn, Instagram, Pinterest, and YouTube.

Google Trends:

Google Trends Insights:

The 2 brands are the 2 airlines I have chosen; WestJet & Cathay Pacific. The search term I chose is Airline since that is my group topic. From analyzing the results I obtained from Google Trends I discovered that WestJet was viewed/searched more than Cathay Pacific over the years 2012-2016. But, after the year 2013 Cathay Pacific has pretty much been going head to head with WestJet until after the year 2015. I can observe that WestJet was searched more due to its great advertisement on its services offered and its generosity towards its clients. On the other hand, Cathay Pacific has really stepped up its game in the past year as it has almost been searched just as much as WestJet. It was just in the early stage that WestJet was search more than Cathay Pacific. Furthermore, searches on WestJet come mainly from Canada and the United States. Searches on Cathay Pacific have come from Algeria, Iraq, Vietnam, China, Japan, Cambodia, Australia, and some from Canada and the United States. Lastly, Airlines is searched almost worldwide!

Latent Semantic Indexing Keywords:

WestJet: Flight Status, Check in, Flight Schedule

Cathay Pacific: Check in, Booking, Marco Polo Club

Summary:

WestJet’s strengths are its fast uploading speed, it gets you to its site in seconds! Then, the quality of its written work is good. Lastly, it can easily be accessed by mobiles. This makes it convenient and easier for people on the go. In addition, it has its own app!

Cathay Pacific’s strengths are its extremely beautifully designed homepage with a good amount of written content too. Cathay Pacific has included a lot of beautiful images of its destinations and trips, which makes the viewers happy. It attracts its audience more. Cathay Pacific’s site also allows people to easily share the page through its social media links/icons directly from their site! Cathay Pacific is also easily accessible from mobile devices and has its own app too.

Both WestJet and Cathay Pacific have need of improvement when it comes to their SEO’s. Areas that WestJet could improve in include; their visual content. They could probably make it more appealing and colorful, which is pleasing to the eye. WestJet could also make their content shareable directly through their social media icons/links like Cathay Pacific has. Also, unfortunately WestJet has no keywords in their source code which could be preventing possible traffic/visits to their site. Now, area that Cathay Pacific could improve in include; their written content. They don’t have enough information to read on their homepage. Then, their site uploads a little slower in comparison to WestJet.

The keyword sentences found on the sites were “Book a flight”, “Get flights”, “Search flights”, “Check in”, and “Book a vacation”.

Conclusion:

It is crucial for SEO’s to keep in mind all the different factors that put together a great and successful/popular SEO. In the end, it would be fair to say that Cathay Pacific has the stronger SEO. The reason being, it has more of SEO considerations included in their site/homepage in comparison to WestJet. It is obvious that if you keep in mind all the considerations/factors towards your SEO, it can maximize the amount of visits and/or traffic you get. Unfortunately, WestJet lacks keywords in their source code which could be stopping some traffic. So, in my opinion Cathay Pacific is the winner, even though both Airlines have room for improvement. To end it off, I was a bit surprised to see that Cathay Pacific has made their page shareable directly through their site, whereas WestJet hasn’t. I was surprised to see this as WestJet is very much involved with social media and spends a lot on its advertisement and service. I was also surprised to see that WestJet had no keywords in their source code.

APA Citations

WestJet. (2017). Book Flights and Vacation Packages. Retrieved February 6, 2017, from WestJet, https://www.westjet.com/en-ca/index

Cathay Pacific. (2017). Cathay Pacific. Retrieved February 6, 2017, from Cathay Pacific, https://www.cathaypacific.com/cx/en_CA.html

Welcome to 'A Closer Look At Airlines'

Introducing our Blog:

This blog conducts a Digital Marketing Analysis on the following Airline companies:

• Delta Airlines & Air Canada
• Emirates & Etihad
• WestJet & Cathay Pacific
• British Airways & Lufthansa

Introducing our Writers:

Sheridan Flyers

The author for Delta Airlines & Air Canada is Zixuan Liang.


The author for Emirates & Etihad is Mandeep Singh.


The author for WestJet & Cathay Pacific is Harveen Ghumaan.


The author for British Airways & Lufthansa is Jayesh Gill.


We are Sheridan Flyers from social marketing class in Sheridan College Mississauga campus. This blog will be uploading posts about how well each airline company are doing for their social media marketing.


Thank you for visiting us and have fun!!