WestJet begins Holiday Heroes campaign
By Derek Winkler
WestJet has begun a holiday season campaign called “Holiday Heroes.” Developed by Rethink, the initiative focuses on Canadians who will be separated from loved ones during the holidays. It depicts surprise family reunions arranged by the company for three employees. The campaign consists of a three-minute video, accompanied by 30-second, 15-second and 10-second versions. It will run on television, in cinemas and online. Media work is being handled by Touche. The campaign includes a contest component via which consumers can nominate a “holiday hero” at the WestJet website to receive a similar reunion.
“We wanted to show how getting Canadians to the people and places that matter most to them over the holidays was a true team effort across the entire travel and hospitality industry,” said Leia Rogers, executive creative director at Rethink. “While airlines like WestJet play a huge role, there’s an entire community of people that also make it happen that we wanted to shine a light on. Our approach centered around featuring real people and very meticulous planning to orchestrate heartfelt reunions without revealing the surprise to our unsuspecting heroes.”