This Christmas we wanted to make a real difference, for those who needed it the most. We decided to make a deeper impact in the impoverished community of Nuevo Renacer, Dominican Republic, where we have been building homes for several years. So, we decided to bring them the magic of Christmas.

An interactive Santa sleigh was brought into the community and the locals spoke to Santa, to tell him what they needed for Christmas. We all scrambled out to find the gifts: toys, a crib, a motor-conch, a horse...

A Christmas party was built on the beach, complete with traditional food, snowball fights and a 40 foot Christmas tree. When Santa's elves handed out the gifts, smiles and tears of joy spread across the faces of all the villagers. A true Christmas Miracle.

The video was filmed on location in the Dominican Republic. We built an interactive Santa sleigh and invited the town to chat with Santa

WestJetters then scrambled to find the requested gifts. We put together an epic Christmas party on the beach, including a 40 foot tall Christmas tree.

A strategic communications and media plan was executed throughout December, including:

• Proactive outreach with Canada’s top travel, lifestyle, trends and news media, and influencers

• An interactive press release on Canada Newswire

• Broadcast media tour

• Promoted posts on social

The video created incredible buzz for the airline throughout the month of December.

Over 4.5MM video views

190MM media impressions

443 media stories

54.9k Facebook Fan actions

10.9M Twitter impressions

And the most important results of all: a new Mom has a crib for her baby, a motor-conch driver can support his family with his new scooter, a scrap collector can work again with his new horse and the whole town finally has a safe place to play: the playground WestJet built for them.