Spotlight on Humor
Steven Greenway, President of Swoop Airlines
Swoop Airlines, an ultra-low-cost carrier owned by WestJet, and based in Calgary, Alberta, placed in the top 10 of the Stand-Up Strategist rankings for both 2018 (#10) and 2019 (#6) with its April Fools’ campaigns for “Duty Not Free” and “Recline-for-a-Dime” respectively. Swoop President Steven Greenway commented that:
“Observable and relatable humour is a big part of our brand and a powerful way to connect with travelers. In a safety and service driven industry it’s important to find that sweet spot; we’ve had content that has both hit and missed the mark, but both edges prove to cut through the noise and capture attention while provoking conversation. These are all things we are accomplishing with our content led marketing strategy.
Standing behind Recline-for-a-Dime was an easy call to make. For one, I found the idea brilliant and my joining in the fun isn’t a stretch from the way we show up to the office and in-flight on the daily. We don’t take our business targets lightly, but we certainly try to execute them in ways that lift us. Humour is an excellent way to build brand awareness and affinity, which is key for a young organization like ours.”