Air Canada is recognizing its outstanding employees in a public way through its latest creative work.

The airline marked March 1 as Employee Appreciation Day, with a video series that’s part of an ongoing program to showcase appreciation towards staffers.

In the latest release, a customer service agent is moved to tears by an appreciative video message from a physician she assisted who had issues returning to Canada from Uganda. John Xydous, director of brand strategy and content marketing at Air Canada, says the videos are the beginning of a larger initiative.

“We’ve always recognized, rewarded and supported our employees inside the organization,” Xydous says. “What’s new now is recognizing our employees in a very public way through this initiative. We’re highlighting our employees for the good they’re doing as they bring glowing-hearted hospitality to our customers.”

Xydous tells strategy that there are many “beautiful interactions” between its employees and customers that the public never sees, and that spotlighting these special moments has a positive impact for both employees and customers.

One of the ways the brand has shown appreciation to its workers, Xydous says, is through its new wellness program, Unlock the Best in You (UBY), which supports Air Canada employees in work health, mental health, financial wellbeing, and overall health and wellness.

For now, there is no media buy to the effort, but the airline says that it is exploring more ways to celebrate the work of its employees. Air Canada is currently sharing the videos across social media and will amplify its teams’ stories in more ways in the coming months.

Weber Shandwick Canada is providing PR support.

The move follows news in February that LCBO and Air Canada’s coalition loyalty program, Aeroplan teamed up for a travel promotion, letting members rack up points by using membership cards when buying a bonus point product at the LCBO.