WestJet -- an airline known for its Christmas marketing stunts -- is on a mission to perform 12,000 "mini miracles" in 24 hours.
A mini miracle is "a simple act of kindness that evokes a positive response from someone," WestJet's Blue Santa said, whether that's a free coffee or a trip to Vancouver.
On Wednesday, WestJet's Santa began his journey across Canada from Halifax to Vancouver, performing said miracles in the spirit of Christmas.
WestJet employee street teams are also out, doing good deeds in 10 different time zones from London to Hawaii.
In order to make the goal of 12,000, WestJet is challenging people around the world to contribute by completing their own miracles and tweeting with #WestJetChristmas.
Goodbye Toronto. On to Calgary for a crew change and supplies. #WestJetChristmas pic.twitter.com/HeDWi9dYas— gwendolyn richards (@gwendolynmr) December 9, 2015
So far, Santa and his team have given a family in Nova Scotia a 10-day trip to Walt Disney World, handed out goodies at hospitals and made donations to children's and veterans' organizations.
WestJet staff in the command center are keeping track of the miracle count all day.
UPDATE: from @WestJet #yyc headquarters.. #WestJetChristmas -@ashleyhinto pic.twitter.com/QnK55HpPF3— 95.3 The PEAK (@ThePEAKCalgary) December 9, 2015
27 mini miracles as we hand out snacks to those on the streets #WestJetChristmas #YWGWestJetChristmas pic.twitter.com/36NBnL4EDu— Arvin Nagules (@ArvinNagules) December 9, 2015
In Halifax, the Blue Santa delivered toys to a Boys and Girls Club.
Blue Santa delivers toys and flights to volunteers with Boys and Girls Clubs of Greater Halifax #WestJetChristmas pic.twitter.com/JW4OqLat8z— Chris Dornan (@dornan10) December 9, 2015
Canadians all over are contributing with their own mini miracles.
For our #WestJetChristmas miracle we gave #GolfinSchools to 750 kids in Brampton. @WestJet for a terrific program. https://t.co/8R236oBxVX— Golf Canada (@TheGolfCanada) December 9, 2015
.@ACE_00 just dropped off gifts to Fire Station 332 to support the Toronto Fire Fighters Toy Drive #WestJetChristmas pic.twitter.com/iD1XUwIKjG— Toronto Blue Jays (@BlueJays) December 9, 2015
"This is the fourth year of WestJet's Christmas Miracle campaign, which has become the most anticipated day of the year for many of our WestJetters," Richard Bartrem, WestJet vice president of marketing and communications, said in a statement. "Having the opportunity to put smiles on people's faces while doing good deeds in communities around the WestJet world defines who we are as a company, and is a reflection of our caring corporate culture."
Santa kicking back and enjoying some cookies & milk on the way to Toronto! #westjetchristmas #behindthescenes A photo posted by Jenn (@jennt4) on Dec 9, 2015 at 5:47am PST
In 2013, WestJet's wildly popular Christmas Miracle campaign had WestJet employees racing around to surprise passengers with presents.
Last year's Christmas Miracle treated residents of Nuevo Renacer in the Dominican Republic to items off their Christmas Wish Lists.
UPDATE Dec. 10, 9:45 a.m. ET: WestJet reached its goal, finishing the day with 31,793 mini miracles.