Working in partnership with WestJet, Dell has launched an experiential marketing campaign targeting business travellers. Until June 22, Westjet passengers travelling through terminals at Toronto Pearson and Calgary International Airport will be able to test out the Dell Try + Fly Lounge, providing hands-on access to nine of the brand’s latest PCs.

The experience will also be taken to the skies on select WestJet Flights where passengers can sign out Dell’s new XPS 13 Ultrabook, loaded with 30 hours of content including movies and music, and use it while in transit.

The lounge is promoted through out-of-home advertising within the two airports, created by Diamond Integrated Marketing, as well as through Up!, WestJet’s in-flight magazine and in-flight videos, with creative by Sid Lee Montreal. The media buy was facilitated through MediaCom Canada.

“We wanted to follow up the launch of the Dell XPS 13 Ultrabook this past February with something that would drive interest and consideration,” says Tara Lemieux, director of marketing, consumer, Dell. “WestJet provided the perfect opportunity for us because it can be difficult to target business travellers through a traditional retail experience.”