COLLABORATE
VISIT FLORIDA and Air Canada partnered with The Weather Network to leverage the current gloomy winter weather in Ontario* (only 30 hours of clear skies vs. an average of 190-200 hours of clear skies) to inspire and motivate Canadians to seek the sun in Florida.
ACTIVATE
Together, we developed a cross platform campaign combining media, social media and a contest to win 1 of 7 pairs of tickets to Florida destinations to deliver sunshine to Ontarians when they needed it most.
The campaign successfully:
– Showcased Florida as a premium travel destination for winter-weary Canadians
– Featured a contest promotion with an Instagram giveaway and live event at Nathan Phillips Square in Toronto, where TWN host Jordyn Read asked participants weather trivia questions for a chance to win
– Increased brand relevance with eye-catching ads featuring sunny Florida
– Engaged the target market on social media, digital and broadcast
ELEVATE
Like Florida on sunshine, this program over delivered! There were very strong results across all metrics, including:
– 4.2+ million total program impressions
– 50,000+ total digital impressions on The Weather Network Mobile App on giveaway day
– 5,800+ social engagements & 360,000+ total social media impressions
– 3,800+ Instagram giveaway entries (a record-breaking giveaway)
Markets: GTA/Toronto area
Platforms: Digital, Broadcast and Social Media
Brands: The Weather Network
