Business Events Canada (BEC)
Project: ‘Canada Rocks, How Do You Roll’ bus tour
Target Audience:
Key Objectives:
Key Challenges:
To ensure our campaign complemented and enhanced the wider activities of our stakeholder partners.
What we did:
Our solution was to devise a campaign centred on branding two luxury coaches with scenes of Canada, highlighting selling points such as its great outdoors and unique experiences. This was reinforced by plasma screens inside the coaches showcasing a specially commissioned promotional video.
The coaches then toured the country visiting potential clients onsite, acting as branded meeting venues supported by onboard Canadian hospitality and other branded marketing collateral.
The project kicked off with a teaser campaign to pique interest, supported by social media and coverage secured in the major business events publications. The latter were also our first port of call on launch day for photocalls and interviews. While the media were expecting us the style and scale of our arrival, complete with on-board professional caterers handing out Canadian canapés’ and Canadian wine, ensured maximum impact.
Our tour culminated in a finale back in London centred on a nightclub we had hired and transformed with Canada branding, backed by a concert by a Bryan Adams lookalike and a competition to win a Les Paul Guitar.
Results achieved:
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