Turning Holiday Celebration into an Awesome Brand Campaign

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Michiko Morales

Happy Holidays, everyone! It’s the most wonderful time of the year and everyone seems to be getting into the holiday spirit – even the corporate world. So, in honor of our love of all things marketing and public relations I’d like to give a shout out to some truly creative and impactful holiday campaigns.

Apple, for example, is a company that seems to continuously put out messaging that tugs at the heartstrings – so it’s no surprise that they go straight for emotional reaction with their new holiday advertisement. Apple recently released this video promoting the new iPhone 5S, while completely embracing the spirit of the holidays. Spoiler alert: It’s a real tearjerker – you may want to wait until you leave your office to watch (don’t make the same mistake I did). #blush

An ongoing Holiday campaign that we love is Subaru’s Share the Love. In 2012, the car company was able to donate $5 million to charities and nonprofit organizations around the country, and hopes to double that in 2013. As part of the sixth annual Share the Love Campaign, Subaru will donate $250 to one of five national charities for every new vehicle sold or leased between November and the beginning of January. Talk about spreading holiday cheer! And a shout out to safety, too!

WestJet Airlines, a Canadian carrier, created a true Christmas miracle this season and generated a ton of buzz with their amazingly creative holiday campaign. After chatting with a virtual Santa about what was on their Christmas wish list, passengers flying out of the Toronto and Hamilton National Airports landed in Calgary to the surprise of a lifetime. With the help of over 150 WestJet employees acting as Santa’s helpers, personalized gifts were purchased, wrapped and sent to the Calgary airport before the planes even landed. Not only did this campaign warm the hearts of all WestJet employees and passengers involved, it also generated international attention for the organization.

And last but definitely not least, one of my personal favorite holiday campaigns – The Macy’s Believe Campaign. As part of their sixth annual “A Million Reasons to Believe” Campaign, Macy’s is working to foster an understanding of the true meaning of Christmas through the spirit of giving – and that’s exactly what they’re doing. Macy’s is encouraging customers, young and old, to deliver letters addressed to Santa Claus to a Macy’s store location (to be forwarded on to the North Pole, of course!). In turn, the company has promised to make a $1 donation to the Make-A-Wish Foundation for each and every letter delivered to their department stores, up to $1 million to help grant the wishes of children with life-threatening illnesses.

And, just to keep it real, we have to throw in one we don’t like as much… Lexus. Who buys their significant other an $80K car for Christmas? That one definitely does not pull at the heartstrings. It just makes me think that of the over-commercialization of the season. Bah Humbug to that!

These are only a few of our favorites, among tons of other organizations getting involved this holiday season. Have any other awesome holiday campaigns you just can’t stop buzzing about? Tweet them to us! @GabrielMrktg – and have a fabulous holiday season from everyone at GMG!

Don’t forget: GMG is hiring! If you’re in the market for a new job in 2014, come on over to our site, say hello and submit your resume!

From the Blog

Leah Nurik