Project Overview

In July 2018, BeyondNext launched a flash mob for Tourism Canada at TaiKoo Hui in Guangzhou, with the aim of deepening Chinese consumers’ knowledge and interest in Canadian tourism.
At the beginning of the project, BeyondNext conducted an in-depth study of the characteristics of the Canadian tourism market and consumer preferences, and developed a marketing strategy based on the themes of “Discover Canada”, “Discover Canada”, “Double the Fun”, “Discover Canada” and “Discover Canada”. We developed a marketing strategy based on the themes of “Canadian Beauty”, “Canadian Colours” and “Double the Fun”. Subsequently, we were responsible for the overall planning and execution of the campaign, including but not limited to venue selection, scenario design, interactive experience planning, etc., to ensure that every detail was closely aligned with Tourism Canada’s brand image and campaign vision.
In terms of material preparation, New Marketing designed a series of promotional materials, such as thematic posters, guidebooks, interactive props, etc., which not only showed Canada’s natural scenery and cultural characteristics, but also enhanced the interactivity and sense of participation at the event. At the same time, we made use of our rich media resources to effectively expand the influence and coverage of the event through online and offline multi-channel promotions, including social media advertising, KOL co-operation, and local news coverage.
Through comprehensive planning and execution, innovative interactive experience design, and diversified media resources integration, we provided strong support for Tourism Canada’s marketing promotion in the Chinese market, achieving both brand exposure and consumer interaction.

Outcome

The event attracted more than 8,000 on-site participants and 3.2 million social media exposures. The hashtag #DiscoverCanada sparked heated discussions, and an on-site survey of participants showed that 45 per cent said they would consider visiting Canada in the next year, which was initially assessed to be a positive boost to travel intentions.