"Watch the WestJet Christmas Miracle video and help us bring a family together for the holidays. If our Christmas Miracle video on YouTube reaches 200,000 views, WestJet will donate flights to a family in need, so they can be together for the holidays."
Considering that this bit of public relations has resulted in numerous mentions throughout the last few days on every major (and many minor) networks, the costs of the event have doubtless been recouped many times over by now...
Some may be cynical, but I'm not a bit ashamed to admit that this brought tear to my eyes. Watching the expressions of joy on those too often sad faces was very moving.
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