Newad activates a creative campaign to attract Albertans to Victoria
February 16, 2012 —
On Friday, February 17th and for six consecutive weeks, there is a 100% chance that a warm front from Victoria will be blowing through many Newad establishments in both Edmonton and Calgary. The message is clear: as cold weather reigns supreme in Alberta, the temperate, springtime climate is as good as ever in British Columbia’s capital city. The locals in Victoria are even willing to bet on it.
Warm air hand dryers
Newad will activate the creative campaign by sprucing up the hand dryers in establishments throughout its network in Edmonton and Calgary with the colours of Tourism Victoria’s campaign. While enjoying the warm air provided by hand dryers, men will read the message “Warm up your golf grip here”, while women will be treated to the slogan: “This warmth brought to you by Tourism Victoria”. Both simple and entertaining, the message will be accompanied by an advertising campaign that challenges Albertans: “We’re so sure Victoria’s weather is better than yours, we’ll bet on it,” hence inviting Internet users to head over to Tourism Victoria’s Facebook page.
“Often, when it’s -15 Celsius in Albertan cities, the thermometer indicates + 10 in Victoria,” says Trina Mousseau, Marketing Director for Tourism Victoria. “Our idea is to issue a friendly challenge to Albertans, by inviting them to take full advantage of Canada’s mildest climate,” she adds.
“We’re happy to be collaborating with Tourism Victoria, as it allows us to activate an idea that is a testament to the creative possibilities of our network of establishments, in Alberta as with anywhere else in the country,” comments Jerrid Grimm, Vice President and Regional Manager – Western Canada.
This campaign, which will be activated as of February 17th for a six-week duration, is being led in collaboration with Think Social Media, and will also involve certain divisions of the Weather Network.
About Newad
Newad reaches the highest concentration of the Young & Affluent in Canada by guiding its millions of consumers to four targeted platforms: Indoor, with 21,500 digital and classic boards in over 3,000 establishments and 36.5 million impressions delivered per week; Experiential Marketing, with the production of 250 promotional events a year; Publishing, with hundreds of digital productions each year as well as the NIGHTLIFE.CA magazine and website reaching 220,000 Montrealers every month; and Web, including the design and production of websites, microsites and mobile applications. Newad’s 350 employees and brand ambassadors set the trends in our Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices. Newad has won numerous awards for its creative, innovative campaigns. www.newad.com