Regional campaign welcomes Atlantic Canadians back to HRM
Building off the success of the Rub Salt in Your Wounds out-of-region campaign, Discover Halifax has created a new marketing campaign, About Last Night, directing some love to Atlantic Canadians who know us well.
Atlantic Canadians see Halifax as their city. Not only have they spent time in HRM, but they also know someone local, and they will visit year-round to seek out the vibrancy of the restaurant, arts, shopping, and events scene.
Speaking to that, the campaign features four different scenarios that imitate a friend following up after a recent experience in Halifax by leaving a voice message. The first four are focused on dining, nightlife, shopping, and day-time activities. The language and corresponding imagery build interest and intrigue, allowing the audience to fill in the blanks about the details of the visit and relationship, making it personal to them.
The campaign was created for specific platforms as well, to make the audience feel immersed in what they're hearing or viewing. For example, the radio ads will run on Monday mornings, giving the audience listening a chance to reflect on the past weekend. And on social media channels, the audience will see what looks like someone scrolling through photos from the evening before.
The first two videos in the series, Dinner and Café are available now on YouTube, and the others will be added once finalized.
Discover Halifax worked with Trampoline Branding to create the concept, and Village Works on the creation of the audio and video assets. Several photographers were a part of the project, with Riaz Oozeer the primary source of images. The campaign will run in all four Atlantic Canadian provinces, on digital and social platforms, along with television and radio. Media planning and buying was also completed by the team at Trampoline.