Corey shares a behind-the-scenes look at one of Canada’s most iconic marketing moments, the
WestJet Christmas Miracle, and what it took to execute a high-risk experiential campaign that generated over 35 million organic views. From stepping in as Santa to navigating real-time uncertainty during a live activation, he explains why putting the audience experience first, and the brand second, was key to its success.
The conversation explores what experiential marketing really means today, why authentic human moments outperform polished ads, and how marketers of any size can create meaningful connections by deeply understanding their audience. Corey also reflects on the rise of creator-led marketing, real-time brand participation, and the importance of adaptability in an increasingly noisy content landscape.
This episode was recorded live on-site at the Halifax Marriott Harbourfront Hotel during SocialEast 2025, part of the SocialNext conference series, Canada’s leading platform for marketing conferences, media, and community.
What is Marketing News Canada?
Marketing News Canada spotlights the people, ideas, and innovations redefining Canadian marketing. Produced by SocialNext, Canada’s largest independent marketing conference series, we bring you candid conversations with marketers, founders, creators, and industry leaders shaping the future of the industry.
Recorded live at SocialNext events and through in-depth interviews from coast to coast, each episode dives into the ideas, bold campaigns, and community-driven strategies defining the Canadian marketing landscape. If you care about Canadian creativity, innovation, and the people behind the work, you’re in the right place.
Presented by Marketing News Canada www.marketingnewscanada.com