A challenge was issued: could WestJetters band together to perform 12,000 mini-miracles in 24 hours (that’s one act of kindness for every employee in the network) and while out there performing mini miracles, could we engage national media and target key social channels to help us tell our story? WestJetters came together to join the movement, and made it happen. December 9th was WestJet’s first ever Mini-Miracle Day. WestJet volunteers at the Command Centre in Calgary tracked the action as miracles were happening from London, to Hawaii and all points in-between. Photo or video proof points of miracles were posted on Twitter, Instagram or Facebook with #WestJetChristmas.

Meanwhile, Santa hosted a 24-hour media tour across Canada. Blue Santa travelled coast to coast, performing mini miracles. He also managed to squeeze in dozens of media interviews along the way. Camera teams captured all of the action for a feature content piece.

The objective of the campaign was to encourage 12,000 WestJetters across the network to perform and submit 12,000 mini miracles (or random acts of kindness) on December 9th over a 24 hour time period.

Street Teams were deployed in 15 cities from London, UK to Hawaii.

A national media tour was hosted on a private WestJet plane, coast to coast, creating 5 additional marquee media events from Halifax to Vancouver.

Teaser video content was used in advance of the event.

All airports (101) across the network were engaged to participate

Press Releases were shared both regionally and nationally.

A radio broadcast tour saw Santa's helpers dropping personalized gifts off to radio stations across Canada.

WestJet partners - from pro sports teams to charitable partners - were activated to participate.

Camera teams captured all of the content to create a feature video.

At a time of year when flights are at capacity and stress levels run high, WestJet aspired to spread the joy of the season by activating something remarkable, sentimental, and interactive.

• 31,793 + mini miracles submitted

• Earned media from 2359 outlets

• Total earned media audience - 1,825,452,158

• $2,260,930 in earned media value

• 126.5M Twitter impressions

• 10.15M Facebook impressions (8.7M paid / 1.4M organic)

• 5.5M video views ( Facebook = 3,995,521 / YouTube = 1,472,312)

• 220,000 engagements on facebook (likes, shares, comments)

• 21,504 total shares (Facebook & YouTube)

• 96% positive sentiment online

• 700,000+ page views of Christmas content on WestJet blog

• Exposure in 214 countries (YouTube) / 155 countries (Google Analytics - blog)

• Blog hub page contributed to a total of $898,000

Finally, an 8 minute story on WestJet's marketing campaigns appeared on CBC's The National during primetime.