Since 2013, WestJet has published every year a “Christmas Miracle” video. A video that purely and beautifully aims to show the values of the airline.
If you live in Canada, unless you’ve been living under a rock for the past decade (almost), there is a good chance that you will have watched one of WestJet’s yearly “Christmas Miracle” videos.
To date, in 2021 (and not including the one released in the past week), the videos have garnered over 70M views on YouTube only (this number would be MUCH higher if we included Facebook, Twitter and other social media, just imagine).
The videos pretty much all have the same premise, as it focuses around the way WestJet has at heart its passengers and is a company that listens to them and also wants to give back.
Every year, the content campaign (as it is not pure play advertising as it does not purely sell the product itself, but rather the culture and values of the company) brings tears to the eyes of many Canadians.
This is a great example of a branded content concept that has legs, which bases itself on the values of the organization while also creating high-quality entertainment to its audience. Remembering that content can have three main roles: inform, educate and entertain; this is a beautiful execution of the latter.
For your own enjoyment, we have compiled the yearly videos below. Grab a box of tissues and start watching!
WestJet Christmas Miracle: Real-time Giving (2013)
WestJet Christmas Miracle: Spirit of Giving (2014)
WestJet Christmas Miracle: 12,000 mini miracles (2015)
WestJet Christmas Miracle: Fort McMurray Strong (2016)
WestJet Christmas Miracle: 12 Flights of Christmas (2017)
WestJet Christmas Miracle: Uniting Through Traditions (2018)
WestJet Christmas Miracle: To Give or Receive (2019)
WestJet Christmas Miracle: The Season to Give (2020)