WestJet's 'Christmas Miracle' Brought Snow to the Dominican Republic
Rahul Kalvapalle — December 2, 2014 — Marketing
References: youtube & theglobeandmail
Last year, WestJet put together a heartwarming video that featured passengers being surprised at the baggage carousel with presents; this year's Christmas Miracle video takes things to the next level by capturing a surprise Christmas party thrown on a beach in Nuevo Renacar in the Dominican Republic.
WestJet has a special relationship with Nuevo Renacar, where it has built 23 homes in the last two years as part of various charitable efforts. It was only appropriate that the company brought a Christmas Miracle to the Puerto Plata community. The party was complete with a Christmas tree, heaps of fake snow and of course Santa Claus -- dressed in WestJet blue instead of the traditional red.
The video is the latest example of the proliferation of emotional marketing and storytelling. In addition to having a genuine positive impact on communities, this kind of emotional messaging serves to forge a strong connection between brands and their target consumers in ways that rational product-pushing doesn't.
In order to assuage skeptics, WestJet even released a "Why we did it" video that addresses how and why the video was put together.
WestJet has a special relationship with Nuevo Renacar, where it has built 23 homes in the last two years as part of various charitable efforts. It was only appropriate that the company brought a Christmas Miracle to the Puerto Plata community. The party was complete with a Christmas tree, heaps of fake snow and of course Santa Claus -- dressed in WestJet blue instead of the traditional red.
The video is the latest example of the proliferation of emotional marketing and storytelling. In addition to having a genuine positive impact on communities, this kind of emotional messaging serves to forge a strong connection between brands and their target consumers in ways that rational product-pushing doesn't.
In order to assuage skeptics, WestJet even released a "Why we did it" video that addresses how and why the video was put together.
Trend Themes
1. Emotional Marketing - Brands can harness emotional messaging to create a strong connection with their target consumers.
2. Community Impact - Companies can make a genuine positive impact on communities through charitable efforts and surprise events.
3. Storytelling - The proliferation of storytelling in marketing allows brands to engage their audience on a deeper level.
Industry Implications
1. Hospitality - The hospitality industry can create surprise experiences for guests to foster emotional connections and positive brand associations.
2. Non-profit Organizations - Non-profit organizations can use emotional marketing and community impact to raise awareness and attract support for their causes.
3. Retail - Retailers can utilize storytelling to create immersive brand experiences that resonate with consumers and differentiate themselves in a crowded marketplace.
4
Score
Popularity
Activity
Freshness
