By Shashank Nigam

Canada’s WestJet has always been associated with mushy surprise videos – from delighting passengers on Christmas, to their silly April Fool’s Day antics. Often, airlines run the risk of become a victim of their own success. Either they find it hard to one up themselves after doing so well in a campaign, or competition comes up with me-too campaigns. WestJet, though, has managed to capture hearts once again, with its Valentine’s Day proposal videos.

WestJet Valentine’s Day proposals in Barabados

The heroes for WestJet’s latest video are two unassuming Canadian men, who were selected by the airline, as they shopped for a wedding ring for their upcoming proposal. The airline whisked them to Barbados, got them to experience the island to the fullest, and propose to their girlfriends at an opportune time.

What makes the videos fun and different from the airline’s previous efforts is not just the fact that they have worked with Barbados tourism authority to showcase the best of the island’s offerings, but the anticipation the video builds in the viewers, as to when the question will be popped. It ensures that today’s YouTube generation, with a short attention span, actually watch the whole video. By the time we finished watching the video, some of us were tearing up!

YouTube Preview Image

Building emotional bonds

The key to successful marketing is building an emotional connection. And WestJet is very good at that. The video is followed up by two more, behind-the-scenes videos, which give us a glimpse in the lives of the people featured. Ultimately, it’s people we relate to, and these background videos do a very good job of that.

YouTube Preview Image

YouTube Preview Image

Of course, once the viewer has formed an emotional bond with the characters, it’s time to get him or her involved too. So, WestJet is running a contest, #WestJetLove, which gives anyone the opportunity to win a trip for two to Barbados by answering questions about the videos on Twitter.

The ultimate winner here again is WestJet – the airline successfully manages to showcase a Sun destination, bring tears in our eyes, create emotional bonds and give us a chance to head to Barbados as well.

WestJet’s Marketing team continues to impress.

Shashank Nigam

Shashank Nigam

Shashank Nigam is the CEO of SimpliFlying and a globally sought-after consultant, speaker and thought-leader on airline branding and customer engagement strategy. He is also the youngest winner of the Global Brand Leadership Award and has addressed senior aviation executives globally, from Chile to Canada and from Sydney to San Francisco. Shashank's perspectives have found their way into major media outlets, including CNN Travel, CNBC, MSNBC, Bloomberg UTV, Mashable and in leading publications like Airline Business, ATW, Aviation Week, and others. Shashank studied Information Systems Management and Business Management at Singapore Management University and Carnegie Mellon University. Hailing from India, he splits his time between Singapore and Vancouver, among other cities.
Shashank Nigam
Shashank Nigam
CATEGORISED UNDER: Brand X-Factor, Engagement, PR

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