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Ikea •
The Royal Agricultural Winter Fair •
Rethink Breast Cancer Mr. Sub • Virgin Mobile |
The Royal Agricultural Winter Fair
The Royal Agricultural Winter Fair was founded in 1922 to showcase the best of Canadian agriculture, horticulture and equestrian performance. Today the Royal itself faces much competition from other entertainment options, especially during the busy Thanksgiving-to-Christmas period.
To drive general admission ticket sales to families and build on the tradition and pageantry of the Royal, advertising focused on its competitive nature. The campaign – with the tagline “The Biggest. The Best. The Countriest.” – centred on radio and television spots using the conventions of extreme sports broadcasts to convey the intensity and excitement of the Royal. On TV, “C’mon Pumpkin,” shows a farmer coaching his little pumpkin to greatness at the Royal Winter Fair. Wild postings and posters call out the best of the best, including the SuperDogs, show-jumping horses, rodeo performers and prize-winning cattle.
While it’s too soon for results (the fair opened in November) the client is anticipating strong results: “[This campaign] is really going to break through. [It] delivers on the relevance, excitement and bigness of The Royal.”
Television
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Radio
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SuperDogs |
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