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Discover Halifax adds to awarding-winning brand campaign

Research shows that Canadians living in urban Ontario and Alberta feel excessively busy and are seeking out vacation for a change of pace and a change of scenery. This same market feels positively about the Halifax Regional Municipality as a destination, but they aren’t familiar with our offerings.

To face this head on, Discover Halifax created the Rub Salt in Your Wounds campaign last year, highlighting Halifax as the elixir to the stresses of their urban lifestyle. This campaign not only performed well, it also established an ownable brand voice for the region, and has been extended for a second year, with three additional video assets.

The campaign connects the viewer’s desire to take a vacation that leaves them feeling refreshed and re-invigorated, with the already held perception that Halifax is a place to slow down and experience the great outdoors.

Portraying the relaxed feeling our urban visitors can have when they’re here, the elemental theme and use of intrinsically negative (but relatable) turns-of-phrase continue with Wind (Come Apart at the Seams), Tide (Lose Your Bearings), and Dawn (Just Lighten Up).

The campaign leans heaviest in urban Ontario and Alberta markets with direct flights to Halifax Stanfield. It will have both national and international audiences, with broadcast ads during the JUNOS, and on-screen advertising in all Air Canada flights in March.

To check out the latest videos in the campaign, click here.

Media planning and buying was completed by the team at Trampoline, and video and audio creation was done in partnership with Village Works. Discover Halifax would like to thank the Halifax International Airport Authority for financial support of this campaign.