Brands have turned to telling stories that warm our hearts.

Marketers have been pulling on audience heart strings and appealing emotions for years, however the tactics have changed. Brands are no longer trying to convince customers why their products are bigger, better, stronger and how they will benefit. Instead, they have turned to storytelling, appealing to human emotion that is focused on the sentiment behind the brand, by doing something completely unexpected and the reaction is heartwarming. Here are two Canadian airlines who tell their own story about the spirit of giving at Christmas. WARNING. Get out the Kleenex before viewing. (You can’t say we didn’t warn you)!

Westjest did it again!

Westjest did it again with its most recent holiday video. It’s based on giving the gift of Christmas, similar to the popular video from last year. This year however, its not passengers who are the recipients, but the people in a small village at one of Westjet’s popular destinations.

Air Canada got in the spirit this year.

Did you hear the one about the Air Canada pilots who walked into a bar? They bought everyone a round… round trip tickets to fly across Canada, that is. Check out the impact this gesture had on patrons, that up until this moment, weren’t able to see family and friends this holiday.


We are going to add more brand stories on video as we come across them on this post. Of course, if you have a fav, please share it in the comments.

UPS delivers wishes with driver for a day.

On the lighter side, here’s another story told by UPS. It’s part of the ‘wishes delivered’ campaign. 4-year-old Carson developed a friendship with his UPS driver, Mr. Ernie, when he began receiving shipments of special milk. Carson has become fascinated by all things UPS. He wishes to be just like his pal, so UPS made Carson a UPS driver for a day. What a cute story.

About the Author Deanna White has always been passionate about marketing and public relations. Owner of storylinePR, Deanna is best known for taking it beyond the pitch. For building brands & bottom lines with the right channels to share your story.

Top 3 Holiday PR Tips

Image of santa in greenWe’ve been almost as busy as Santa’s elves in our own little workshop, gearing up for a special promotion that we will be posting on our blog in the New Year. It’s the gift that keeps giving on a monthly basis in 2013.

In the meantime, we wanted to take this opportunity to wish our readers the best this holiday season and thought we would leave you with our Top 3  Holiday PR Tips. From our family to yours, we extend our warmest wishes this holiday season. Enjoy!  

1. Thank a Journalist

Did your company get media coverage in 2012?
A simple Christmas card with a personal hand-written thank you note to a helpful journalist is a nice way to express your appreciation – and keep you top of mind for 2013! 

2. Create a Holiday Gift Guide

Creating a holiday gift guide is a great opportunity to showcase visuals. product information and pricing – everything a potential customer would need to make a purchase.

Focus on budgets, something everyone is keeping in mind when doing their holiday shopping.  Sample headlines could be…
25 (your industry) gift items for $25 and under.”
Holiday gift ideas for $10 or less.”

You could also focus on lifestyle with
For the (fill in the blank) enthusiast.”
You get the idea. It works well for service based businesses too!  Post your holiday gift guide on your blog. Tweet it. Post it to Facebook. Pin it to Pinterest. 

3. Reward your Customers

Create a special promotion exclusive to your existing customers that they can take advantage of in 2013. It will bring one-time customers back and loyal customers will appreciate the offer of loyalty in return.

12 PR prizes for the next 12 days – will it be you?

Now that Santa is about to reveal what he’s been working hard on all year, it’s our turn to do the same with our twelve days of Christmas giveaway promotion.

In late October, we announced to  our social media communities that all Facebook fans would be entered into a draw to have an opportunity to win one of 12 fabulous PR prizes.

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