As consumer insights go, the jumping off point for a campaign launched yesterday by Grey Vancouver was a down-home doozy that’s pretty much encapsulated in the famous Newfie adage.
Fort McMurray Tourism, Travel Alberta North and the Regional Municipality of Wood Buffalo asked the agency to come up with a way of luring tourists to the tar sands capital of the world. Since ex-pat Newfoundlanders and Labradoreans now make up 35% of Fort McMurray’s population, the focus was on getting East Coasters to come away and see new vistas and old pals.
‘One of the things that jumped out at us was that a lot of people really miss their friends and families back home, and would love to have them come out and visit,’ recalls Grey VP/CD Craig Redmond. Voila, the ‘Where You At’ campaign was conceived. With media buys throughout NF and LB by The Media Company, droll print and radio spots were developed to encourage Newfoundlanders to ‘get out of their comfy chairs’ and stage reunions with homesick friends and family members working in the oil industry.
There’s also a contest to win a trip for two to experience life in Fort McMurray. The grand prize includes air fare, accommodation, a fly-fishing trip, a jet boat ride, a tour of the Suncor Energy facilities and a helicopter tour of the region.
With a headline including the phrase ‘Enter now b’y,’ the contest was skedded to kick off last evening in Fort McMurray at a concert by popular Newfoundland and Labrador group Buddy Wasisname and the Other Fellers. Campaign postcards directing concert-goers to the contest website were distributed during the event, and Where You At posters were launched.
