WestJet CEO: Mindful? Demure? Or, Nah?

I recently came across this Facebook reel featuring WestJet CEO Alexis von Hoensbroech showcasing the airline’s Boeing 737s. The video begins with the statement, 'Here’s what happens when you let Gen Z write the CEO’s marketing script,' setting the tone for a lighthearted, trend-driven approach. Using buzzwords like “rizz,” “main character energy,” “pass the vibe check” and “slay” to describe the planes’ features, it’s clearly an attempt to inject humour and relatability into corporate messaging. While this framing makes the tone intentional, I’m still unsure about the video, and it got me wondering if there’s a broader strategy behind it.

Some Context

WestJet has undergone significant changes since its acquisition by Onex Corporation in December 2019. Previously employee-owned, the airline has faced increasing criticism from many Canadians who perceive a decline in service quality and a departure from its original customer- and employee-focused values. Alexis von Hoensbroech, who began his role as CEO in February 2022, has become a focal point for much of this criticism. Some perceive him as overly focused on the bottom line, a contrast to the leadership of his predecessor Ed Sims, who oversaw some of the company’s most celebrated years. His international background adds to the perception that he may be disconnected from the Canadian culture that once defined WestJet. Rebuilding trust and shifting public perception of both the CEO and the company is no doubt a huge challenge for the team at WestJet.

The Strategy Behind the Social Media Video

This video appears to be part of an effort to humanize von Hoensbroech and make him more relatable to WestJet’s customers. By explicitly referencing Gen Z and leaning into social media humour, it seems to target a younger demographic, perhaps aiming to soften his image and make the airline feel more contemporary.

From a strategic perspective, this makes sense. Building a CEO’s profile, particularly during a period of transition or reputational challenges, is critical. If the goal is to reposition von Hoensbroech as approachable and modern, this could be a step in the right direction if part of a broader strategy.

But here’s where I hesitate: while the concept is clear, the execution feels awkward. The use of trendy slang like “rizz” and “slay” comes across as inauthentic—it’s giving “dad trying to use Gen Z slang at the dinner table.” I get that this is intentional and meant to be humorous, but I’m still dubious about the tone. Not to mention, I came across this video on Facebook, which we all know isn’t exactly the go-to platform for a younger audience. Given the current public perception of both the company and the CEO, I wonder—does leaning into humour resonate with audiences, or does it risk coming off as tone-deaf?

The Bigger Opportunity

If this is part of a larger, data-driven strategy to engage audiences of all ages, build von Hoensbroech’s profile and improve his reputation, I’m all for it and intrigued to see how it evolves. However, if this is just a one-off, it risks feeling gimmicky or disconnected. Strong communications strategies are rooted in data and insights, and I hope this video is the start of a larger campaign that reflects a thoughtful understanding of WestJet’s challenges and opportunities, particularly as they relate to its reputation and that of its leadership—not because I’m personally invested, but because I am a staunch advocate for connecting tactics back to strategy.

Verdict: Holding (New to the blog? My tomatometer is explained here.)

I’m holding judgment for now, like a plane circling JFK during a blustery Nor’easter—waiting for conditions to clear before committing to a landing. If this is part of a broader effort to engage stakeholders and redefine WestJet’s leadership, it could have potential. I like the idea of building von Hoensbroech’s profile and improving his reputation (it’s the right move!), but I need to see more of the tactical execution to determine if this strategy will truly take off. Conversely, if it’s a standalone stunt, it’s definitely a Go-Around for me.

—Brock

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