Last year’s ranking: 3 (No Change)
In 2013, Westjet aired a video ad showing community members in the Dominican Republic sharing their Christmas wishes with Santa who, along with Westjet staff, later showed up to the disadvantaged community bearing gifts. The video was viewed over 40 million times, exceeding its view target by 7,000%. Since then, the airline has rolled out dozens more experiential ad campaigns across social media, reinforcing its brand as personable and helpful. Years of cultivating that reputation meant that when WestJet stepped up efforts to assist with evacuations from Fort McMurray, Alberta during its devastating 2016 wildfire, it felt like a natural step for the company, not a cynical public relations maneuver.