The rivalry between WestJet Airlines Ltd. And Air Canada, two leading airlines in Canada intensified from the month of August 2008, as the WestJet Airlines Ltd. declared the launch of an aggressive campaign against Air Canada, its rival air carrier. Through this campaign, WestJet is aims to prove that it offers better service than its competitor. This campaign may help Westjet to get more customers in the off season for traveling to Canada.

For many major routes the airfare for both the carriers are almost the same. So, in its campaign WestJet will be focusing on the brighter points of of its services. The company is planning its campaign using all the advertising tools including billboard, newspaper, television and websites. Though the Calgary based Air Carrier will not be using the name of Air Canada in any of its advertisements, it will compare the fares of Air Canada with that of its own.

Though the executives of WestJet are saying that they are not starting any campaign against its competitor and merely highlighting the good points of their service, it seems that, this campaign can trigger a longterm war between to airlines. The fierce competition between these two air carriers in Canada can remind one of the much talked about cola war between Coca Cola Co. and PepsiCo Inc. in 1980s and 1990s.