WestJet takes proactivity to new heights


WestJet’s holiday video is sweeping through social media and if you have not yet seen it, take the time. From concepting to execution, this is a thing of beauty.

If your eyes are dry at the end, you have Grinch somewhere in your family tree.

The Canadian airline’s video is a work of art by itself; but as a proactive branding message it’s extraordinary. There will be dark days in WestJet’s future. No airline avoids them. From delays to icy runways to the really bad stuff, WestJet will have days filled with struggles and bad news.

That is not to say this video is a PR stunt. It’s smart PR, probably award-winning PR. But it’s not cynical. That doesn’t mean it won’t serve dual purposes.

Companies spend nearly all their time building and burnishing their reputation. That’s at work here. But there is a “saving for a rainy day” mentality at work. If you are a “bad” company with low approval scores and tanking sales, a wrong move drives you lower. But if you are a “good” company — and what other explanation is possible for WestJet after watching the video? — you inoculate yourself against at least some of the bad.

Plus, it’s a lot more fun to watch a holiday video that churns the sugar plums than it is to dwell on the bad.

Blue Santas for all.

The content of this blog is about crisis management and mismanagement in a digital age. It originates with Steve Bell, who spent 30 years as a journalist for the Associated Press and in four top editor positions at The Buffalo News. He is now Partner/Director of Public Affairs at Eric Mower + Associates, one of the nation’s largest independent advertising, integrated marketing and public relations agencies, with seven offices in the Northeast and Southeast. Learn more about EMA at http://www.mower.com. Steve’s blog is based on his own opinions and does not represent the views or positions of Eric Mower + Associates.

Advertisements

About steveoncrisis

The content is about crisis management and mismanagement in a digital age. It comes from Steve Bell, who spent 30 years as a journalist for the Associated Press and as managing editor and editorial page editor at The Buffalo News. He is now Partner/Director of Public Affairs at Eric Mower and Associates, one of the nation's largest independent advertising, integrated marketing and public relations agency with six offices in the Northeast and Southeast.
This entry was posted in Uncategorized and tagged , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s