Proper Marketing

The holidays are prime time for adverts - whether print, digital, online, or on the air, smart companies do more than shout sales and new products; smart companies intensify their grand awareness, highlight their company values and ethos, and improve their image. Case en pointe: Canada's WestJet.

For the last few years, the maple flavored airline's Christmas campaigns have gone viral. Absent are sales, new product pitches, and all the traditional commercial aspects. Instead, the company highlights their employees, giving back to their constituents' communities. In doing so, the brand builds upon their diversity, strong customer service, exhibits the priority for compassion and integrity, and overall love for humanity.

Well done, WestJet. Well done.