A marketing strategy may not always be about products and services and how good and different they are from the rest of the competition. They may not always be about discounts and sops doled out for customers and may not always be about massive hoardings, publicity and grandeur. Sometimes marketing strategies and branding initiatives may be some good intentioned, pure heart touching actions which may or may not lead to improvement in sales but surely are going to make someone very very happy.
WestJet one of major airlines operating out of Canada and stretching into the US, Mexico and the West Indies, are one such corporate which has to my understanding mastered the art of making people happy through a series of initiatives since a decade. With Christmas as the backdrop of their campaigns and with the help of a very unique Blue Santa ( we are used to the Red one ), WestJet has brought cheers in the life of many.
Of the several campaigns from WestJet I would be discussing one of them, which really moved me. On one fine day before Christmas, a digital Kiosk was placed in the passengers’ waiting area at the airport. The Kiosk was asking them to display their boarding pass. A few of the passengers were attracted to the Kiosk and the moment they displayed their boarding passes they were engaged in a live Video with the Blue Santa asking them what was their one wish this Christmas. Absolutely oblivious of what was to follow, the travellers very innocently spelt out their one wish to the Blue Santa ranging from toys to socks, to cameras, to travel plans, to android tablets, to even TVs etc.
A behind the scenes team of WestJet very carefully noted down the details of the wishes and with the help of 175 volunteers got down to work. They had to fulfil the wishes before the travellers reached their destination. While the passengers were flying, the WestJet team with meticulous planning and tie ups arranged for the gifts . It was some real hardwork and in quick time too. As the flights landed and before the baggages were put on the conveyor belts, the beautifully wrapped gifts with the name of the passengers who had expressed their wish began to arrive.
The scenes which followed were one to savour and cherish. There was shock and awe, disbelief and to many there were tears of joy. It was simply miraculous for the passengers. WestJet had touched the hearts of 250 travellers by realising their wishes and making sure that miracles do happen. This gesture of WestJet ensured the following three scenarios.
1. The loyalty of these 250 travellers had been won forever.
2. WestJet had created 250 brand ambassadors of its own, who would canvass for the airline through word of mouth.
3. It reinforced the idea that WestJet was a customer centric airline which cared for its passengers and had genuine intentions of making them happy. Thus helping the airline to be branded as an airline with empathy and care.
The whole initiative above was filmed and put on YouTube to send the message across. The video received several million views and lots of appreciation, which worked tremendously in favour of the airline helping sales increase by 148% post the miracle endeavour.
WestJet has continued with its Christmas miracles like uniting loved ones, having all their staff do one good deed on a particular day, etc ,etc. The idea being so different but very effective. Alongwith all the Ps of marketing I wish to add an E( empathy ) and C ( care ), as these two are certainly very important differentiating factors in the service industry.
It would be fair to say that WestJet is a Good Samaritan …in the air.
Watch the video below : Miracles do happen.