TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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Research showed that while most Londoners wanted to visit
Canada someday, they didn’t have a compelling reason to come
now. The CTC needed to increase bookings and create a sense of
urgency in a jaded British audience.
The fi rst stage of DDB’s resulting campaign was a “Call of the
Wild” teaser, in which wolf images were projected onto London
attractions like the Tate Modern museum and Covent Garden and
recordings of loons were piped into key landmarks, reinforced by
a tongue-in-cheek PR push about a loon on the loose in the city.
The teaser ended with an invitation to “Step into Canada” at
Canary Wharf, where an impressive glass structure dubbed the
CTC Experiential Dome was divided into four themed areas – the
Maritimes, Quebec, Ontario and Alberta. The Ontario section
transported visitors to Niagara with the sounds of crickets and
birds, painted murals and product samples. Visitors were pointed
to canada.travel for information and a chance to win a Canadian
adventure for two.
The campaign was supported with massive OOH displays at
nine London tube stations, as well as inserts in Metro, the free
commuter newspaper, and an online campaign delivering
22 million rich media impressions in two months.
Actual trip bookings from the U.K. rose by 3%, translating into
$34 million in tourism revenue. The number of consumers likely
to take a trip to Canada in the next year increased 8% from 2007.
The campaign received press coverage, and the dome itself was
featured on BBC1’s The Apprentice.
DDB • CANADIAN TOURISM COMMISSION
The ConAgra Foods Marketing Team salutes our partners at Leo
Burnett for their continued great work. Congratulations on your
nomination and best wishes at the agency of the year awards.