How WestJet’s Real-Time Giving Set the Bar for Brand Generosity

A yearly tradition has taken flight following its 2013 'Christmas Miracle'

When looking at brands’ benevolence during the Christmas holiday season, it’s hard to find a program that outdoes WestJet’s 2013 real-time giving. It’s still a favorite for many (yours truly included) because it ticks off quite a few boxes: It was generous, ambitious, filled with authentic emotion and, from a practical advertising perspective, was a runaway hit with over 35 million views after launch (it presently sits at over 48 million).