The Canada Place marketing team wanted a compelling incentive to draw tourists to Canada Place during the 2010 Winter Olympic Games. The competition for people’s attention and time was extremely tough.
Canadian humour and culture combined to create the free and unofficial ‘Guide to Becoming an Authentic Canadian’, only available at Canada Place. Small space local newspaper ads promoted the guide which attracted free coverage from local, national and international press. The Global Noon News among them.
The clients referred to the guide as “the best thing they have ever done”, schools from across Canada requested boxes of the guide to be used as teaching tools, and “eh” is more popular than ever.
– 16 page guide
– print ads
– radio ads
– concept and design