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Subject:
Business & Marketing
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Coursework
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English (U.S.)
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Topic:

WestJet’s Christmas Campaign

Coursework Instructions:

It is a social media coursework assignment. Also, please follow the rubric to finish the assignment. If you have any questions please let me know. Thank you!

BUSN 10102

EXPERIENTIAL ASSIGNMENT

WEIGHT: 5%

Objective:

WestJet, once a small regional airline, is now Canada’s 2nd largest passenger airline flying more the 22 million guests a year to more than 100 destinations in North America, Central America, the Caribbean and Europe. WestJet’s mission is to enrich the lives of everyone in WestJet’s world. WestJet’s marketing team set a “gold standard” for experiential marketing with their annual Christmas Wish Campaign.  The objective of this task is to review and evaluate the effectiveness of the campaign.

For this task you will review the campaign examples below and then answer the following two questions, each worth 5 marks. 

2013:

https://www.youtube.com/watch?v=zIEIvi2MuEk&list=PLmd8TjO5YJs4Z9fEbd6IG0bvDLTDsj1hB&index=2

2014:

https://www.youtube.com/watch?v=p-BKX3G0BpQ

2015:

https://www.youtube.com/watch?v=ME9PmSZedB4&list=PLmd8TjO5YJs4Z9fEbd6IG0bvDLTDsj1hB&index=7&t=0s

2016:

https://www.youtube.com/watch?v=y7qZclJIjOM&list=PLmd8TjO5YJs4Z9fEbd6IG0bvDL%20%20%20%20%20%20TDsj1hB&index=5&t=0s

2017:

https://www.youtube.com/watch?v=8WClHblmnD8

2019:

https://www.youtube.com/watch?v=luP81w2iA7E

1. Identify what brand objectives WestJet is attempting to accomplish. To answer this well you need to consider and should include WestJet’s brand positioning including their social media tone and voice.  You should also include their relevant target market. 

2. Explain, in detail and using specific examples, how and why the campaign is successful in achieving the objectives identified in your response to the first question. 

Coursework Sample Content Preview:

WestJet Christmas Experience
Name
Institution / Affiliation
WestJet Christmas Experience
WestJet’s brand is built on its client’s, the values they associate with including caring, fun and sociability. Its success stems from the distinctive corporate culture as well as a robust social presence they leverage. For years now, the company focus has continually stood at building a narrative around their consumers while connecting with them emotionally. Customer satisfaction remains core to the business.
Since 2013, WestJet’s Christmas campaign has earned the company a significant grip in social platforms. From awarding personalized gifts in 2013, to giving gifts to the community in need last year, the company has successfully built a sense of empathy and satisfaction among many people. Through these campaigns, WestJet seeks to build a brand that stands outs not only during holidays but all the time through creating memorable and positive real-time experiences to its customers and employees.
In these activities, customers have the opportunity to witness and interact with the company fun and caring culture while giving them elated and sharable holiday experience. At the end of every Christmas, the company seeks to release a hero video to social platforms outlining customer experiences. These videos have been the driving force to relevancy as well as connecting WestJet with its target markets, specifically those aged between teenage and late ’50s. Subsequently, the company can leverage the mass awareness campaign to capitalize on the buzz created among all prospects.
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