Canada’s WestJet video storytelling travels all over the world with “PR stunts”

WestJet, the air carrier, has used “PR stunts” as an effective means of driving several core brand metrics, from consumer engagement to ticket sales.

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...

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