WestJet has kept up its "Christmas Miracle" tradition, with the release of its annual heartwarming holiday video.
Each year for more than a decade, the airline has come up with new ways to surprise people at the holidays, usually around a theme of connections with loved ones. That theme was front-and-centre this year, with WestJet organizing three surprise reunions for people working in the travel industry.
Each year for more than a decade, the airline has come up with new ways to surprise people at the holidays, usually around a theme of connections with loved ones. That theme was front-and-centre this year, with WestJet organizing three surprise reunions for people working in the travel industry.
The inspiration, said WestJet, was a survey revealing that 75% of Canadians believe time with loved ones is more important over the holidays. However, many of those working in the travel industry struggle to find time off to visit loved ones at such a busy time of year.
So, WestJet brought loved ones to the three individuals working in the industry. To ensure the element of surprise, each of the three workers were told they were being filmed for a documentary about people working in the travel industry.
"WestJet is proud to be part of a large community that works tirelessly through the holiday season to connect Canadians to the people and places that matter most to them,” said director of marketing Jennifer Callegaro. “This year, our Christmas Miracle campaign acknowledges the many holiday heroes across the travel industry and gives them the best gift of all—time with their loved ones."
The campaign includes a three-minute video, with a 30-second cutdown for TV, and a 15-second teaser. It was created by Rethink, with Touché handling media.
WestJet has added an additional surprising element this year, by asking people to nominate other “holiday heroes” who deserve a surprise reunion with their loved ones.
“We wanted to show how getting Canadians to the people and places that matter most to them over the holidays was a true team effort across the entire travel and hospitality industry,” said Leia Rogers, executive creative director and partner, Rethink. “While airlines, like WestJet, play a huge role, there’s an entire community of people that also make it happen that we wanted to shine a light on.”
