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FLY IN TO WIN
Edmonton to London Heathrow Awareness Campaign
The Challenge
Using the Heritage Festival in Edmonton, Edmonton Airports and Air Canada wanted to continue to build awareness of the non-stop flights available from Edmonton to London Heathrow. On the success of the CLOSER TO HOME campaign, seat sales, and the marketing done from Edmonton Airports’ s marketing department, Air Canada opened up daily non-stop. We needed a fun away to introduce these ideas, on budget, within a fun festival atmosphere. With 80,000 to 100,000 people coming through the festival over a few day period, it was imperative to draw their attention, and draw them to the Edmonton Airports’ information booth to get people participating in the program.
The Solution
We created a multi-channel contest that included information booth design, promotional items (a beachball that looked like a globe), oversized promotional balloons (five feet in diameter), scratch card, POS piece and advertising in the Festival program.
The Result
This project is just launching, so there are no metrics at this point.
Tasks
• Campaign creative development
• Key message development, set design, art direction on location
• Design and media implementation
• Web and interactive development
• Project management
