By placing the campaign in winter, Nova Scotia was able to appeal to cold Bostonians and reach them when the scenes of warm summer fun on OOH media would be most appealing, and when they would have plenty of time to start making vacation plans. The visual nature of outdoor advertising makes it a natural media for travel, as it provides a great showcase for big beautiful images of a destination.
Media included high profile billboards at strategic locations, and posters on surface streets to increase reach across the market. Commuter rail posters and interior cards created multiple touchpoints on mass transit. Finally a spectacular installation of window wraps turned the entrance for a key downtown rail station into a dynamic street level billboard.
STRATEGY: Increase awareness for Nova Scotia tourism in one of their key departure markets - Boston, MA.
TACTICS: Nova Scotia Tourism used a range of traditional out of home media to blanket the market. Media included billboards, posters, rail posters, rail interior cards, and window wraps.
RESULTS: The out of home media was used as part of an integrated campaign that included other media, all of which resulted in a significant increase in website traffic.
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