The theme of this year's annual report was "Back to Basics" – a conscious embracing of all the things that made WestJet so successful. The airline is known for having incredibly strong loyalty from their staff so who better to tell the story about staying true. 2010 was the first year that the annual report existed online in its entirety along with a printed financial report.

 

 

 

With a financially strained economy WestJet wanted to assure its stockholders that it was business as usual with the airline. In fact, WestJet had managed to stay profitable in the wake of one of the worst depressions in recent history. WestJet assured their readers that the previous year had been "Handled with Care" and the ubiquitous blue bar took a cue from airline travel.