Discover Halifax has launched a new brand campaign that helps to extend its presence to urban Canadians living within 100 kms of an airport with a direct flight to Halifax Stanfield.
The campaign is mostly directed outside Atlantic Canada and includes the fly-markets in Southern Ontario and urban Alberta.
“While our budget has grown significantly, we’re aware this is an extremely competitive marketplace that requires creative that not only captures attention, but inspires interest,” says Clare Tidby, VP Marketing and Visitor Experience. “The intent of this campaign is to connect the viewer’s desire to take a vacation that leaves them feeling refreshed and re-invigorated, with the already held perception that the Halifax region is a place to slow down and experience the great outdoors.”
The new campaign focuses on the regions’ imagery, mainly its salt water, rocky coast and fog, the destination added.
“If Halifax was a person, they’d ask our visitors how they’re doing, and would listen to the answer. Halifax would show them around the nooks and crannies of our region, helping our big-city visitors take in some deep breaths of fresh sea air, and lower their stressed shoulders,” said Tidby. “We wanted a creative direction that helped achieve that sensation, and we have it.”
To learn more about the campaign, click here.