LifeExperiences.ca conducts artifical lake campaign
By Adnews Staff
Gift shopping website LifeExperiences.ca has begun a marketing campaign tied to the upcoming G20 conference in Toronto. The campaign includes a billboard depicting a businessman jumping through the air, along with the copy, "G20. Go jump in the lake." The line refers to the artificial lake constructed in the city in advance of the meeting. The campaign, developed by Ignyte of Toronto, also includes 60-second radio commercials on CHUM-FM, social media activities and an online contest at <http://www.lifeexperiences.ca/g20fakelake> that encourages visitors to suggest ways in which to enjoy the body of water. The winner will receive a $500 gift card from the site. "Creative ridicule is the only possible response to a ridiculous idea," said Ignyte partner Geoffrey Bailey. "Connecting public outrage to a creative idea is a great marketing opportunity."