Twenty-first century marketers talk about “pivoting into programmatic”, “laddering up social media”, or “resetting the digital ecosystem” with “a new set of table stakes”.

Corey Evans, by contrast, greeted delegates at the Association of National Advertisers’ (ANA) 2019 Brand Activation Marketing Conference with a recitation of “PR stunts.”

Over the past five years, WestJet’s senior manager/content has used real people and real stories to amass 100 million-plus video views – and billions of impressions – through a series of “stunts” that have translated into people buying seats on flights run by the Calgary, Alberta-based airline.

126621f01

Corey Evans, senior manager/content, WestJet