Sharing sunshine with sun-starved Canadians

THE GOAL

VISIT FLORIDA and Air Canada partnered with The Weather Network to leverage the current gloomy winter weather in Ontario* (only 30 hours of clear skies vs. an average of 190-200 hours of clear skies) to inspire and motivate Canadians to seek the sun in Florida.

THE SOLUTION

Together, we developed a cross platform campaign combining media, social media and a contest to win 1 of 7 pairs of tickets to Florida destinations to deliver sunshine to Ontarians when they needed it most.

The campaign successfully:

• Showcased Florida as a premium travel destination for winter-weary Canadians
• Featured a contest promotion with an Instagram giveaway and live event at Nathan Phillips Square in Toronto, where TWN host Jordyn Read asked participants weather trivia questions for a chance to win
• Increased brand relevance with eye-catching ads featuring sunny Florida
• Engaged the target market on social media, digital and broadcast

THE STRATEGY

As sun-starved Ontarians turned to The Weather Network, VISIT FLORIDA and Air Canada delivered some much needed sunshine with a contest giving away 7 pairs of tickets to sunny Florida. Combining contrasting weather creative with a highly visible promotional campaign delivered high engagement and brand awareness for VISIT FLORIDA and Air Canada.

THE RESULTS

Like Florida on sunshine, this program over delivered! There were very strong results across all metrics, including:

Markets: GTA/Toronto area

Platforms: Digital, Broadcast and Social Media

Brands: The Weather Network

*January 2024

Get in touch with our team to discover how our suite of precisely targeted, measurable and high-impact solutions can help your brand connect with our Canadian audience in meaningful ways.