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.
Tearjerking Christmas Videos
WestJet's 'Christmas Miracle' Brought Snow to the Dominican Republic
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.