Question: EXPERIENTIAL ASSIGNMENT DUE: AUG 16 WEIGHT: 5% Objective: WestJet, once a small regional airline, is now Canada's 2nd largest passenger airline flying more the 22

EXPERIENTIAL ASSIGNMENT DUE: AUG 16 WEIGHT: 5% Objective: WestJet, once a small regional airline, is now Canada's 2nd largest passenger airline flying more the 22 million guests a year to more than 100 destinations in North America, Central America, the Caribbean and Europe. WestJet's mission is to enrich the lives of everyone in WestJet's world. WestJet's marketing team set a "gold standard" for experiential marketing with their annual Christmas Wish Campaign. The objective of this task is to review and evaluate the effectiveness of the campaign. For this task you will review the campaign examples below and then answer the following two questions, each worth 5 marks. 2013: WestJet Christmas Miracle: Real-time Giving 2013: WestJet Christmas Miracle: Real-time Giving 2014 WestJet Christmas Miracle: Spirit of Giving 2015 WestJet Christmas Miracle: 12,000 mini miracles 2016: https://www.youtube.com/watch? v=yZqZcIJIJOM&list=PLmd8Tj05YJs4Z9fEbd61 GObvDL TDsj1hB&index=5&t=0s 2017 WestJet Christmas Miracle: 12 Flights of Christmas 2018: WestJet Christmas Miracle: Uniting Through Traditions 2019 WestJet Christmas Miracle: To Give or Receive 1. Identify what brand objectives WestJet is attempting to accomplish. To answer this well you need to consider and should include WestJet's brand positioning including their social media tone and voice. You should also include their relevant target market. 2. Explain, in detail and using specific examples, how and why the campaign is successful in achieving the objectives identified in your response to the first question. EXPERIENTIAL ASSIGNMENT DUE: AUG 16 WEIGHT: 5% Objective: WestJet, once a small regional airline, is now Canada's 2nd largest passenger airline flying more the 22 million guests a year to more than 100 destinations in North America, Central America, the Caribbean and Europe. WestJet's mission is to enrich the lives of everyone in WestJet's world. WestJet's marketing team set a "gold standard" for experiential marketing with their annual Christmas Wish Campaign. The objective of this task is to review and evaluate the effectiveness of the campaign. For this task you will review the campaign examples below and then answer the following two questions, each worth 5 marks. 2013: WestJet Christmas Miracle: Real-time Giving 2013: WestJet Christmas Miracle: Real-time Giving 2014 WestJet Christmas Miracle: Spirit of Giving 2015 WestJet Christmas Miracle: 12,000 mini miracles 2016: https://www.youtube.com/watch? v=yZqZcIJIJOM&list=PLmd8Tj05YJs4Z9fEbd61 GObvDL TDsj1hB&index=5&t=0s 2017 WestJet Christmas Miracle: 12 Flights of Christmas 2018: WestJet Christmas Miracle: Uniting Through Traditions 2019 WestJet Christmas Miracle: To Give or Receive 1. Identify what brand objectives WestJet is attempting to accomplish. To answer this well you need to consider and should include WestJet's brand positioning including their social media tone and voice. You should also include their relevant target market. 2. Explain, in detail and using specific examples, how and why the campaign is successful in achieving the objectives identified in your response to the first

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