THE CHALLENGE:  It’s been a hard couple of years for everyone due to the effects of the pandemic.  But few were hit harder than the airline industry.  WestJet has always been known as a caring airline but the challenges of the past two years have painted them in a different light.   How could we demonstrate WestJet as a caring company that values acts of kindness, especially during the Christmas season? 

After a year of lockdowns and isolation from family and friends, how could we build optimism for the future ahead, the ability to travel, see loved ones and experience the world again?

OUR STRATEGY To reinvigorate the Christmas spirit in a time when Canadians need it most. Christmas was once the season of reuniting, making amends, and getting together with loved ones. People of all ages are excited to get back to this kind of celebration with their family/friends. Christmas 2021 will be one of the first times we are all able to be together again. Let's bring back the Christmas spirit we know, love and can expect from WestJet. 

INSIGHT: Too many Christmas wishes were left unfulfilled in 2020. This year, Canadians are hoping to make up for lost time with a truly great Christmas, but many still aren’t able to make it happen, due to distance and finances.

IDEA:  Everybody has a story about Christmas 2020. Postponed reunions and traditions sadly put on hold. Regrets over what should have been and hope for what we all want Christmas 2021 to be. Using the Christmas Miracle Platform, we’ll tap into those intense emotions by sending out a fake documentary film crew of undercover WestJetters to conduct on-the-street interviews across the country.  Nobody will suspect that the crew are secretly from WestJet.

We’ll ask: 

What did you miss most last Christmas?  What is your Christmas wish for this year?

We hear stories of cancelled Christmas vacations, honeymoons and family reunions. Other people just say how they felt incredibly stressed and isolated last Christmas and this Christmas, they desperately want to be able to see the people they’ve missed or even just escape to some place relaxing. 

Then we’ll make their Christmas wishes come true… and more.

REAL PEOPLE. REAL STORIES. REAL EXPERIENCES.