WestJet lights up a giant roulette wheel

“WestJet has become well-known for taking chances on experiential campaigns that surprise and reward its customers, but a recent gamble to bring the spirit of Las Vegas to some lucky passengers was its biggest yet.

As a WestJet flight from Toronto crossed over the Mojave Desert on its descent into Las Vegas, a kilometre-wide LED roulette wheel was illuminated. The wheel began “spinning,” cycling through the seat numbers on the plane before settling on 4A. The winner was given a sizeable jackpot – including a $2,500 shopping spree, two round-trip flights from WestJet and tickets to several attractions and entertainment in the city, among many other prizes – while everyone else on the flight were given discounted tickets to Cirque du Soleil, complementary cocktails from STK at The Cosmopolitan, and $25 gift cards for the Miracle Mile Shops at Planet Hollywood.”