Every year brands wish their clients Merry Christmas. But in 2010, Spanair wanted to do it in a different way: in person and as sincerely as possible.

The passengers of the flight that landed at midnight on that Christmas Eve, couldn’t imagine the experience they were about to live. And probably they wouldn’t forget it either: On the luggage conveyor belt and before the luggage came out, the passengers found some unexpected luggage: a personalized Christmas present with the names of each one of them. The baggage claim area became a spontaneous party. The surprise and the passenger's reactions were recorded and became a video which was launched in Spanair’s YouTube. Spanair sent this to all other clients as their Christmas greeting and in a matter of days the video became a social hit in Internet.

1.- PRE-PRODUCTIONOne month before: airport permits, handling agents, security staff, flight deck staff, and sales department.

One week before: Passenger lists confirmed, presents were personalized for 12 types of passengers according to sex, age, family role etc.2.- PRODUCTIONOn December 23rd, the team placed hidden-cameras in the baggage claim area, wrapped and put the names on 190 presents.At 00:00 on December 24th, the plane landed and the passengers received the unexpected surprise.3.- SPREADINGVideo of the reactions was launched on Spanair's Youtube channel.We invited the media to cover the event and launched the following PR plan: • 1st contact: December 24th midnight • Tracking Day +1 (25th): 1st press release and images, media monitoring, report on reactions.• Tracking Day +2 (26th): Final version of video shared on the social channels, video platforms and blogs.• 2nd contact Day +3 (27th): 2nd press release, impact report.

• Spontaneous applause from all passengers that received the surprise.• In 48 hours: more than 100,000 viewings, 700,000 in two weeks.

• Ranked 6th most viewed video in Goviral.com and shared more than 8,000 times.• 29.300 results in Google.

• 70 national and international blogs as Gizmodo, Adverblog, Mastercom, Adage echoed the action. In Spain, the campaign made a huge buzz on blogs.• As far as we know, news articles on Spanish TV channels Cuatro and Telecinco, and international BBC and ABC.• Great number of greeting messages and positive comments were published on social channels by followers, Spanair travelers and the general public, which contributed to increase the brand awareness and improved online reputation.

• More than 30,000 replies and comments from the passengers and general public were received on social networks such as YouTube, Facebook, Twitter as a token of the new relation beween the brand and its clients.