Toad Hall Toys helps WestJet make 'miracles' in Winnipeg

WestJet'sday of mini miracles hitWinnipeg with a shopping spree at Toad Hall Toys, a stop at Siloam Missionand a visit to a pet shelter on Wednesday.

The company's blue-hatted elves loaded up a van with gifts from Toad Hallanddelivered them to the Christmas Cheer Board'sTower of Toys at The Forks.

• WestJet performs 'mini-miracle' for St. John's family in need
• WestJet 'Christmas Miracle' video brings holiday wishes to impoverished Dominicans

They alsohanded out scarves and mittens at theSiloamhomeless shelter, where they helped serve lunch as well.

The Winnipeg events were part ofthe Calgary-headquarteredairline's day of "mini miracles."The company is aiming to perform 12,000acts of kindness one foreveryWestJetemployee across its international network, from Canada and the United States to Costa Rica and England.

"Mini miracles" range from giving away free hot beverages to shoveling sidewalks, helping the elderly with groceries, purchasing tickets to community attractions, paying parking fees, handing out umbrellas and blankets, and providing mealsto charitable groups,WestJetstated in a press release.

During their morning excursions in Winnipeg, the WestJetcrewstopped at abus shelter near Polo Park Shopping Centre and handed out hot chocolate and snacks.

In the afternoon, they headedtoD'Arcy'sA.R.C., apet rescue shelter, to drop offsupplies and enjoy someplaytimewith the animals.

All the while, WestJet's blue Santa washopping aboard a Boeing 737 to travel across the country,taking part in a trip up the CN Tower inToronto, a caroling parade on Stephen Avenue inCalgary, a dogsled ride to Beck's Kennels inYellowknifeand a trip to Ronald McDonald House inVancouver.

A command centre wasset up at WestJet'sheadquarters inCalgaryto track Santa's travels across the country and monitor themiracles.

Canadians were encouraged to perform their own acts of kindnessand post them to Twitter and Instagram using the hashtag #WestJetChristmas. Those acts of kindness willbe added to the WestJet total.

While they can give viewers warm and fuzzy feelings, WestJet's latest campaign and others like it can add fuel to a company's bottom line, advertising experts say.

"I suppose that the evidence would be that they've done it for a few years running, and if it wasn't working they wouldn't go to the level of investment that they're going to, so clearly it's working for them," said Peter George, president of CEO of McKim Communications Group in Winnipeg.

"Anything that can get you positive exposure and make a positive emotional connection with your target audience is going to help your brand."

A WestJet spokesperson told CBC News that the airline's 2013 campaign boosted revenue by 86 per cent and raised the number of bookings by 77 per cent over the previous year.