NEWFOUNDLAND & LABRADOR TOURISM - ‘STORYTELLING’ INTEGRATED CAMPAIGN
This marketing platform for Newfoundland & Labrador was based on the province's rich storytelling tradition. This broad platform allowed the campaign to cover a wide range of topics that were engaging to consumers. This campaign helped secure a Gold win in the "Strategy Small Agency of the Year" awards.
Role: Executive Creative Director
TELEVISION
Commercials were designed to stand out amongst the busy, fast moving clutter of a regular ad break. The long-form 90 second spots reflect the experience of being in Newfoundland - something like the feeling of taking a deep breath. This particular script was written in the style of a traditional recitation from the province.
NEWSPAPER
These extra large format newspaper ads have for years given us the opportunity to show off the province in all its glory, and talk to our consumer in a place that we know they frequent.
TANGLED TALES E-BOOK
Newfoundlanders can sometimes be a little economical with the truth when it comes to storytelling. 'Tangled Tales' tapped into this playful quirk. This series of short stories, which blurred the line between fact and fiction, was housed in iBooks and our content hub. We geo-targeted consumers through social and digital channels to distribute the content to them when they had free time.
DIGITAL CONTENT
The storytelling platform allowed us to create long format content which featured a wide variety of subject matter. The stories we shared ranged from indigenous art to local culture and language. In-keeping with Newfoundland custom, we even made a few stories up and shared those too.
STORY EXCHANGE BOOK BUILDER
The Story Exchange book builder empowers previous travelers to share their stories and photos of Newfoundland, effectively turning them into brand ambassadors. The program generated interest and inspired thousands of people to visit the province for the first time.
STORYFEST
As part of the ongoing ‘Storytelling’ strategic platform, with Storyfest we wanted to create an added reason for travellers to want visit Newfoundland & Labrador aside from the usual reasons. Storyfest was a summer long event including all kinds of different story related entertainment.