WestJet has gone deep into storytelling for its new web series, Above and Beyond Stories. The eight-part series features inspiring stories about “people who have gone above and beyond with respect to something they have done,” according to WestJet’s manager of public relations Robert Palmer.
The most recent video, which has also been cut into a 30-second spot currently running on broadcast, tells the story of Josh, a young Canadian who was bullied and turned the situation around by holding the door open for his entire school, every day, trading salutations not unlike a Walmart greeter. The simple gesture changed Josh’s social life drastically, eventually leading him to public speaking engagements.
Rather than having a connection to travel or the airline industry, Palmer said the videos are meant to demonstrate what he said is the most common compliment customers give WestJet – that it’s staffers go “above and beyond.” “We’re turning that around to showcase Canadians who do the same,” he said.
Five additional videos in the series are expected by mid-year.