The Canada Place marketing team wanted a compelling incentive to draw tourists to Canada Place during the 2010 Winter Olympic Games. 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 and the Guide attracted free coverage from local, national and international press, including the Global Noon News.
The clients have referred to the guide as “the best thing they have ever done”, schools from across Canada requested copies as teaching tools and the expression “eh” is more popular than ever.
Bill Downie: Creative Director + Art Director
Newspaper ads – small space
Television Exposure during Winter Olympics
