Actually Saskatchewan
BACKGROUND
Tourism Saskatchewan was looking to create a campaign that could change established miss-conceptions and position Saskatchewan as a desirable tourism destination.
Role
Creative Director
TEAM
Steve Hanzic Andrea Moreton William Bakker Katie Shriner
Phase One
Phase One
Overview
Saskatchewan is arguably the most polarising tourism destination in Canada. Debates about the region were common place, those who know it either love it, LOVE IT or hate it, HATE IT.
Knowing the negative sentiments were easily debunked, we started phase one by stoking the fire between the two parties. We collected misguided statements and plastered them all over town. The community couldn’t help but come to their province’s defence, and we made it very easy for them to do so. Providing stimulus, Canva templates, writing aids and insiration.
In phase two we stepped up our efforts to shift perception. We decided to surprise a few well-known travel and culture photographers – people who have travelled the world but, for some reason, had never visited Saskatchewan.
Over two trips, we commissioned the talent with a catch – we never told them where they were going. They had to experience the place with an open mind. In the end, they couldn’t believe it was actually Saskatchewan.
Influencer Stunt One
Influencer Stunt One
Influencer Stunt Two
Influencer Stunt Two
Results
Saskatchewan's sentiment score increased significantly during the campaign period (317%). With a nominal budget the activity sparked over 10,000 unique conversations, earned plenty of reach and the community advocacy was at an all time high.
