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Discover Halifax launches new brand campaign

With the launch of a new brand campaign, Discover Halifax is extending marketing presence to urban Canadians living within 100 kilometers of an airport with a direct flight to Halifax Stanfield. The campaign is focused outside Atlantic Canada and includes fly-markets primarily 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.”

Discover Halifax worked collaboratively with our agency of record, Trampoline Branding, in the creation of the concept. It takes intrinsically negative (but relatable) turns-of-phrases about the lives and experiences of our potential visitors and depicts Halifax as the elixir through aspirational and dramatic imagery and long-form copy. The executions lean into our region’s salt water, rocky coast, and fog.

“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.”

The concept was extended into video and audio as well. Every component – from the use of stills to depict moments of relaxation to the incorporation of rhythmic guitar to portray whiling away time – were selected to portray the relaxed feeling our visitors can have when they’re here.

Media planning and buying was completed by the team at Trampoline, and the creative will be seen on digital video, social media, programmatic audio, in-flight video on domestic and international Air Canada flights, and select out-of-home placements.

You can view a sneak peek of the videos, titled Salt, Rocks, and Fog below. Discover Halifax partnered with Village Works Content in the creation of the videos and audio.

DH out of Province Fog PR