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Pan North Case Study: Heating Up the North!

‘White’, ‘wild’ and ‘wide’ might spring to mind when city dwellers think of the great Canadian North. But MAVERICK’s campaign during the 2007 Canada Winter Games set about informing Canadians “southern Canadians” that the Northwest Territories, Yukon and Nunavut have a lot more to offer than snow and subarctic temperatures.

The Pan-North National Media Campaign, the first marketing initiative of its kind to involve all three territories, selected MAVERICK to communicate the region’s riches and break stereotypes. It was a big challenge — drive interest in the North as a tourist destination and promote economic development by positioning the region as a dynamic, innovative, culturally diverse place, despite recent research suggesting that went against current perceptions.

MAVERICK employed multiple tactics to increase interest in the North, including staging a dynamic tourism-focused “wonder event” in Toronto as an experiential marketing vehicle for media and key stakeholders.  The packed event introduced and featured the three Northern premiers, a world-class Northern chef with delicacies from the territories as well as Northern performers.

Case studies were also used to profile business opportunities in the North with various media channels and reinforced the economic successes during a Northern Lights Breakfast event at the Economic Club of Toronto, with the three Northern premiers.

Complemented by a proactive news bureau that promoted the newsworthiness of the Games and the www.lookUPnorth.ca website as a call to action, the campaign produced kick-ass results including, broadcast and print features in top Canadian news outlets, and more than double the media impressions set by the client. MAVERICK delivered these results while staying inside a conservative budget and working in conjunction with four other marketing agencies.

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