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.