Destination British Columbia begins campaign in Toronto
By Adnews Staff
Destination British Columbia began a spring and summer advertising campaign yesterday in association with the Toronto Star. The launch of the campaign, developed by Jungle Media Vancouver and Dare Vancouver, made use of sound chips installed in 250 newspaper boxes in downtown Toronto. The chips played the sound of an Orca whale. The launch also included a four-page wrap around the newspaper and a poly-bag intended to create the illusion of a whale jumping out of the water when removed. The initiative, which is part of the tourism organization's "100 BC Moments" campaign, will continue with additional execution through May. "Sound chips in our newspaper boxes are a first," said Sandy Muir, advertising vice-president at the Toronto Star. "We're excited to partner with advertisers to create innovative ways to reach readers and deliver impact."