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.

endless inspiration

My inspiration never ends.  Each day is filled with a new adventure inspired by comments and observations derived from the innocence of my three year old.  Today, for example, I announced what a beautiful day it was outside and that we would go for a walk.  While getting dressed, my Madeline informed me that we both had a very important job to do. She told me, using her most serious tone, “Your job is to take me to the park and my job is to play there.” 


It was a little breezy, but sunny – a perfect park day, so we made our way down the street as Madeline held on to her hat for dear life.   Once we got there, she dashed for the swings and begged me to push her higher and higher.  With each thrilling attempt to touch the sky, she would genuinely laugh with delight.  Another candid notion came from her little imagination that made me smile.  She noticed the leaves on the trees would rustle with each gust of wind which seemed strangely in rhythm with Madeline’s swinging attempts to reach the clouds.  Next, she exclaimed, “Mom, they’re laughing with me!” To which I replied, “Who is laughing with you, honey?” looking around the empty playground.  “The trees! Every time I go high, they laugh with me – push me higher mom so I can laugh together with the trees.”


I honestly believe I have the best job in the world.  Not only to I get to be mom to what I think is the most precious child in the universe, but I get daily motivation from her purity of thought.  My creativity is driven by Madeline’s annotations in our daily routine.  She keeps me young at heart by providing me endless energy for Storyline and inspiration for my latest venture, Storyline for kids.  Needless to say, getting into the thinking of a three year old is not that difficult when you are interacting with a very imaginative one on a daily basis.  Although each story I create is as individual as each child, the initial concept is, in fact, an original.