The Goal:The primary objective of the campaign was to position New Brunswick as a top-of-mind location for winter travel, emphasizing a diverse range of outdoor activities and urban experiences.

Creative Direction: Our creative approach aimed to showcase New Brunswick's winter wonders and vibrant urban experiences. We crafted engaging content featuring exhilarating outdoor adventures, such as snowshoeing at Fundy National Park, and unique experiences like cozying up at a mountain cabin. Additionally, we highlighted urban attractions, such as participating in a cocktail class in Moncton. The imagery and storytelling were designed to evoke a sense of wonder and inspire travellers to discover New Brunswick's hidden gems.

Results:

• Successful social media promotion on Instagram, generating excitement and engagement among audiences and potential travelers, driving a remarkable 440% increase in reach compared to the tourism board's average Instagram posts. This resulted in reaching 88% non-followers and significantly boosting brand awareness.

• Delivery of professional photography to Tourism New Brunswick for their promotional use, enhancing their marketing efforts.