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The challenge

Since 1994, WestJet has been making a name for itself as the airline that cares. But nearly twenty years later, WestJet was forced to navigate a highly competitive market where brand loyalty was faltering and airfare was often the deciding factor for travellers. WestJet needed to find a way to differentiate itself from competitors and to remind its customers that at WestJet, owners care. 

The insight

At a time of year when flights are at capacity and stress levels run high, WestJet aspired to spread the joy of the season by activating something remarkable, sentimental, and interactive for their guests. By turning holiday travel into something magical, WestJet could help passengers experience the joy of Christmas in the most unlikely of places—the airport terminal.

The solution

Using live video conferencing, passengers chatted with Santa and told him what they wanted for Christmas. Then, in real time, while the unsuspecting guests were on their flights, a team of WestJetters went on a shopping spree. When the guests landed at their destination, and were waiting for their luggage, the festively decorated baggage carousel surprised them by delivering the gifts they had requested merely hours before. Add in some gingerbread, snowflakes, smiles, and tears, and the Christmas Miracle came to life in real-time. Making it all come together required 175 WestJet volunteers, 19 hidden cameras, 250 surprised guests, and of course, the big man himself, all decked out in WestJet blue.

The results

1 BILLION

TWITTER IMPRESSIONS IN JUST
ONE MONTH

#1

TRENDING TOPIC GLOBALLY ON TWITTER

35 MILLION

VIEWS IN FIRST MONTH

1600

GENERATED MEDIA STORIES

238 MILLION

MEDIA IMPRESSIONS

100%

INCREASE IN SITE TRAFFIC YOY

77%

INCREASE IN BOOKINGS YOY

86%

INCREASE IN REVENUE YOY

The acknowledgements

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