Frozen DC-3 planes landed in Toronto and Vancouver this week-end as part of a promotional push for CBC’s new dramatic series, Arctic Air, premiering on January 10. Newad’s Experiential Marketing team delivered illuminated ice sculptures, which were on display for 48 hours on January 7 and 8.
Brand ambassadors sporting Arctic Air airline outfits distributed boarding passes, encouraging passersby to enter a “watch and win” contest for a chance to win one of two trips to Yellowknife (Northwest Territories). This promotional initiative took place at Toronto’s Nathan Phillips Square and Vancouver’s Robson Square.
Arctic Air is a one-hour adventure series set in the booming Arctic, about a maverick airline and the unconventional family who runs it. Arctic Air features the star power of Adam Beach (Cowboys and Aliens, Flags of our Fathers, Law & Order: SUV), Pascale Hutton (Fringe, Rookie Blue, Sanctuary) and Kevin McNulty (The Killing, End Game, Battle Star Galactica).
“Our mandate was to execute a creative campaign to drive viewership and awareness for the dramatic CBC television series Arctic Air. This initiative was developed by M2 Universal, who is in charge of media planning for this CBC series,” remarks Lindsey Blake, Director of Experiential Marketing for Central Canada.
Newad reaches the highest concentration of the Young & Affluent in Canada by guiding its millions of consumers to four targeted platforms: Indoor, with 20,000 digital and classic boards in over 2,500 establishments and 36.5 million impressions delivered per week; Experiential Marketing, with the production of 250 promotional events a year; Publishing, with hundreds of digital productions each year as well as the NIGHTLIFE.CA magazine and website reaching 200,000 Montrealers every month; and Web, including the advertising network Newad Online, the design and production of websites, microsites and mobile applications. Newad’s 350 employees set the trends in our Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices. www.newad.com
Supervisor, Marketing & Communication
mariechristinef [at] newad.com