Over the past four years, WestJet has used its Christmas campaign to surprise and delight consumers with random acts of kindness. This year, the Canadian airliner is using the same tactic writ large, gunning to complete 12,000 mini miracles over the next 24 hours.
The company is defining a mini miracle as any act of kindness that receives a positive response.
The campaign has two components: WestJet's own mini miracles—random gifts from the company's signature Blue Santa, flight vouchers, family trips—and those done by anyone who touts their acts of kindness on social media using the hashtag #WestJetChristmas.
"WestJet's goal is to officially kick off the holiday season by performing 12,000 random acts of kindness in an effort to enrich the lives of everyone in the WestJet world," said Richard Bartrem, WestJet vp of marketing and communications, in a statement. "Everyone deserves the opportunity to be on the receiving end of a mini miracle."
Bartrem noted that "having the opportunity to put smiles on people's faces while doing good deeds in communities around the WestJet world defines who we are as a company, and is a reflection of our caring corporate culture," and that "it's a testament to how we treat our guests who fly with us."