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"Christmas Miracle" video connects emotionally with consumers while building the WestJet brand: Queen's University expert


Queen’s University marketing and branding expert Tandy Thomas is available to discuss WestJet’s “Christmas Miracle” video.

“This kind of advertising can be highly effective when it’s done well. And WestJet has done it very well,” says Dr. Thomas. “The video is gripping, wonderful, and resonates with people and, naturally, it has gone viral. This means more people will likely see this video more than they would a traditional ad that would be less effective and more expensive.”

The “Christmas Miracle” video was released earlier this week and has since received over a million views on YouTube. The video features children and adults at an airport telling Santa what they would like for Christmas, boarding a flight and finding their gifts on the luggage carousel at the end of their journey.

“The best way to build a brand is to connect with consumers emotionally, and this video does just that.”

To arrange an interview, please contact communication officers Rosie Hales at 613.533.6000 ext. 77513 or rosie.hales@queensu.ca, or Anne Craig at 613-533-2877 or anne.craig@queensu.ca.

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Attention broadcasters: Queen’s has facilities to provide broadcast quality audio and video feeds. For television interviews, we can provide a live, real-time double ender from Kingston via fibre optic cable. Please call for details.

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Last updated at 2:22 pm EDT, Wed August 20, 2014
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