It seems as though the Westjet Christmas videos are becoming a tradition. This year’s video was a step up in the tear jerking scale from last year’s video of giving to passengers arriving to claim their baggage in Toronto, Hamilton and Calgary. WestJet’s newest video targeted a community they hold close to their hearts, Nuevo Renacar in Puerto Plata.
One of the three destinations that WestJet flies to in the Dominican Republic, Nuevo Renacar recieved a Christmas miracle this year. Residents were able to place their wishlists to Santa by pressing a button and recording a video, followed by the WestJet elves making everything happen with the local supermarket and some outsourced special effects.
Bob Cummings, WestJet’s executive vice-president of sales marketing and guest experience said “this was our chance to give the people of Nuevo Renacer a once-in-a-lifetime experience,” in a release.
It was a blue- clad Santa Claus who delivered this special day to Nuevo Renacar, with people of all ages enjoying the celebrations made possible by WestJet.
It’s becoming more common for companies to use emotional videos as marketing strategies to put out a positive image for themselves, and keep this image standing as part of their brand by continuing to project the same values over time.
What Makes The WestJet Christmas Video So Special?
The company has begun a trend with the videos, and will have an audience awaiting the next deed that WestJet shares. Last year’s video brought home awards from the Cannes Advertising Festival, a prestigious event that WestJet will hopefully make it to again.
Last year, WestJet’s Christmas video rang in 36 million YouTube views, and countless emotional responses. It is through this strategic and heartfelt marketing that WestJet will continue to win over the hearts, and in turn, the business of their expanding clientele.
Though, WestJet’s Richard Bartrem does emphasize that it is not the goal of WestJet to continue increasing their numbers in terms of views, but to tell the story of a community that they hold close.
What do you think is more important to WestJet? The community or the marketing ploy?
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