WestJet today unveiled its refreshed brand including a national advertising campaign, its first three international Boeing 787-9 Dreamliner routes and a new Platinum WestJet Rewards tier at an event in downtown Calgary.

Ed Sims, WestJet President and CEO, was joined for the announcement by Canadian community and business leaders.

The refreshed brand image outlines WestJet's global ambitions and heralds new products aimed at international and Premium travellers. Called, Love Where You're Going, the new WestJet commercial can be viewed here.

"Today's announcement marks a pivotal time for WestJet," said Ed Sims, WestJet President and CEO. "Love where you're going embodies both the thrill of travel and the sheer ambition we at WestJet have for our airline. Our 13,000 WestJetters are unique assets, and what we deliver for our 24 million guests is something that cannot be replicated."

Guests will start to see the updated brand image and positioning reflected in many of WestJet's assets including westjet.com, WestJet's airport presence over time across Canada and gradually across the fleet.

In addition to the announcement of the brand refresh, Sims also revealed today in Calgary that WestJet will launch its first three 787 Dreamliner non-stop routes from Calgary to Paris, Dublin and London to become the first Canadian airline to base its Dreamliner aircraft out of YYC Calgary International Airport. Both announcements will have substantial beneficial economic impacts on the Alberta region. The news release can be found here.

Finally, as part of the new WestJet, Sims also announced that WestJet Rewards will introduce a new Platinum tier, making it easier for WestJet Rewards members to get even more value from the frequent flyer program as the airline heads global. The tier is targeted for launch later this year. Details on the new WestJet Rewards Platinum tier and other changes to the program can be found here.

Contributed by WestJet