Inspiring Videos


Travel Tech

This year, the Christmas season is not only being picked up and used for marketing by retailers, the tourism industry is also taking advantage of the festive season. Throughout the industry, a growing popularity in using inspiring videos is evident. Many tourism businesses see the Christmas season not only as a time for families to come together and celebrate but also a time when consumers are travelling to get from one place to another and visit friends and families worldwide. Therefore inspiring videos are often a very powerful tool in marketing and many take advantage of using these for branding purposes. The Canadian airline WestJet is one example for that and was shared millions of times via social networking sites. The video was so successful it did go viral which is an incredible achievement for a video in today’s digital world and has huge positive implications for overall marketing. Money can hardly buy that level of exposure (Mashable 2013).


WestJet had an idea to disrupt the holiday season in which consumers mainly face delays, lost luggage or other things that may keep them away from their end destination when wanting to fly. Therefore, WestJet had the idea to install a virtual Santa Claus at two Canadian airports, Toronto and Hamilton International Airports. Customers of the airline waiting for the flight, got the chance to speak to the virtual Santa and talk about what it was they wanted for christmas to be under their tree. However, none of the passengers of these 2 flights expected anything else to happen other than talking to Santa Claus before boarding the flight.

While flying to Calgary, the 150 strong WestJet crew however then went onto a shopping trip to gather the personalised presents of all the passengers on the flights. All gifts were wrapped and then handed out in Calgary in the baggage area. All of this was filmed by hidden cameras to capture the unique surprise and then transformed into an inspirational video.


The answer to this is fairly straightforward. With more than 30 million views to date, WestJet received a level of exposure that the airline would probably not have marketing budget for. When a video goes viral and is shared by millions of people worldwide, this is something that no marketer can predict and no marketer would expect when launching a video. Also the fact that the airline would donate flights, if the video was viewed half a million times also demonstrates the fact that although the video is great and is done to a very high standard, the airline did see half a million views as a great success. With more than 30 million views, it is clear that inspirational videos appeal to consumers, as they have a message, they show something unique that consumers might not have seen or experienced before. During christmas, we now see a few other inspirational videos appearing and due to their nature of not trying to sell anything directly or promoting a specific product or service, that is what makes them very successful.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank