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Tourism New Brunswick conducts provincial park campaign

Tourism New Brunswick recently conducted an out-of-home campaign in Saint John intended to encourage travel to the province's parks. The campaign, called" Getting Away is Closer than You Think," made use of a transit shelter temporarily remodeled to resemble a park. Promotional workers dresses as park guides provided additional information to consumers. The shelter creative was developed by Pattison Outdoor Advertising in association with M5 Marketing Communications, Shannon Multimedia Productions and Wavelight Productions. The execution is part of a larger campaign from the tourism organization that also includes wrapped transit shelters in Moncton, Fredericton and Saint John, accompanied by television, radio and digital advertising in New Brunswick.

"Using the element of surprise, the Department of Tourism, Heritage and Culture's marketing branch wanted to create a fun and shareable video to build awareness of provincial parks as part of a New Brunswick based advertising campaign," said Jennifer Kenny, senior director of client service at M5. "The intent of the campaign is to demonstrate to New Brunswick residents all of the experiences available so close to home. We needed a busy street location and a bus stop space that was ideal for transformation as well as for filming. This bus stop fit all criteria."

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