Who: Destination Canada, with Rethink for strategy and creative; Praytell for PR; Initiative for media.
What: "DinkDunk Pickleball," a new activation capitalizing on the fast-growing pickleball trend, while portraying Canada as a place to try something new and different.
When and Where: The “DinkDunk Pickleball Spa” activation is located a short drive away from Le Germain Charlevoix in Northern Quebec, and is being held from March 16-23. It's mostly an earned media play, but is being supported by a media buy that includes OLV, out-of-home, and social, as well as influencer relations and a dedicated website at DinkDunkSpa.com.
What: "DinkDunk Pickleball," a new activation capitalizing on the fast-growing pickleball trend, while portraying Canada as a place to try something new and different.
When and Where: The “DinkDunk Pickleball Spa” activation is located a short drive away from Le Germain Charlevoix in Northern Quebec, and is being held from March 16-23. It's mostly an earned media play, but is being supported by a media buy that includes OLV, out-of-home, and social, as well as influencer relations and a dedicated website at DinkDunkSpa.com.
Why: According to Destination Canada, the activation combines the growing popularity of pickleball—a sport that has been tried by 14% of Americans, a key target for the campaign—with the wellness travel trend. It's an attempt to entice first-time visitors to Canada, with a focus on what Destination Canada CMO Gloria Loree calls "highly engaged" travellers.
"It's great for Canada to have people who want to come up, trying things, get outside and see some more parts of the country." she said. "We want people who are curious and will be engaged."
Loree calls the campaign a "bolder bet" for the organization from a marketing standpoint. It's the latest in the organization's ongoing efforts to appeal to American travellers by showcasing Canada's "extreme openness," a dual meaning that applies not only to the country's landscapes, but the warm welcome visitors can expect to receive.
But it's so cold...: Winter tourism is a growing opportunity for Canada, buoyed by the fact that it has hotel capacity and an ongoing push around distinctly Canadian experiences such as the Northern Lights, which were recently featured on a Good Morning America segment.
It's also about portraying Canada as a "great place to do something new," said Loree. "We really want to talk about the fact that Canada has a lot of capacity and love for winter. We've got lots of room in our hotels, we've got great experiences, so this is a way to get people thinking about going north for winter."
How: The "DinkDunk Pickleball Spa"represents the "dink" shot in pickleball, and the "dunks" enjoyed at spas. The three-night travel package includes accommodation for two, SUV transport from the airport to the spa, access to the pickleball court "tucked away in the Canadian wildnerness," and complimentary DinkDunk merch including slippers, robes and paddles.
The 30-second shot features a woman introducing people to the "DinkDunk Pickleball" spa, "the world's first pickleball court slash immersive winter spa experience." The rest of the spot shows her explaining the facility's various amenities. "So come visit Canada and try something new, somewhere new." The actor in the spot previously appeared in last year's "Maple Leave" campaign, which depicted Canada as a remedy for stressed-out Americans.
And we quote: "When you get to a place like Quebec, you just see how much Canadians embrace winter." —Gloria Loree, chief marketing officer, Destination Canada
[videopress 2uWUVVWC]
