Did you even have to look? It’s WestJet of course. All you have to do is watch their latest viral Christmas video to see why people love the brand so much. This one’s even more of a tearjerker than last year’s. While some airlines are “going for great,” WestJet actually is great. Beyond great, in fact. Make sure you look at their second video, “Why We Did It,” to fully understand why this is a travel brand that is leading the way in terms of social responsibility. All other airlines, take note.

Why they did it goes well beyond just a one-time PR tactic. They are entrenched in this community and have been for a long time: