Trans Canada Trail : Summer 2010 - Spring 2011
THE SITUATION:
The Trans Canada Trail is the longest and grandest trail in the world. It connects three oceans, runs through every provincial capital and, upon completion, will cover more than 22,000 kilometers of trail. Despite this, and despite being within a 30 minute drive of 80% of Canadians, the trail was underused and underappreciated.
THE PLAN:
Using free media offered for Cineplex theatres, the Trans Canada Trail needed a spot that communicated not only the immense beauty of the trail, but also its accessibility and ease of access for all Canadians.
THE IDEA:
doug & serge developed a 30 second spot that delivered on the incredible beauty of the trail, but also let people know about the many great features of the trail – free to use, within reach of most Canadians – all while making the trail seem like a part of Canada.
THE RESULTS:
The spot has had incredible value to the Trans Canada Trail. Not only was it used in theatres across Canada through the summer, the spot also is featured prominently on the Trans Canada Trail website and is a key communication device for the organzation. While initial awareness results are hard to nail down, we our proud to continue to serve the Trans Canada Trail and assist in the drive to complete the trail to align with Canada’s 150th anniversary in 2017.
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