Call of the Rail: Restoring Colonist Car 1202
2018 Finalist

Call of the Rail: Restoring Colonist Car 1202

Calgary Herald

Calgary, Canada

Category Best Use of Video

Overview of this campaign

* Enhance relationship with a key advertising and marketing partner

* Generate new revenue

* Create exclusive video and unique content for current audience

* Attract new audience to website

* Produce superior content that marks Canada’s 150th birthday

* Create buzz around a premium video

* Utilize new methods of outreach to attract potential interested audience

* Use video to engage and attract audience on social media, especially Facebook

* Assist client in marketing strategies

Results for this campaign

* Partnership with crucial client was bolstered

* A new revenue spend exceeding six figures was generated from client, plus additional dollars for video pre-roll ads that continue today

* Video garnered 72,803 views on Facebook alone

* Video attracted thousands more views on website

* Exclusive content was created to attract audience

* Herald reached out to 99 railway preservation and historical societies, as well as various train-related publications, in North America and Europe via social media and email, to alert them to this content of interest

* Team also reached out to high-profile historical railroad fans Rod Stewart and Neil Young to share the video

* Video was shared on dozens of local Facebook pages and Twitter accounts

* It generated significant social media conversation and comments

* Content also celebrated Canada’s sesquicentennial; it was also published by other media properties across the country

* Herald gained access to sources and stories other media didn’t have

* Herald worked with client to create a national marketing campaign that accompanied the client’s travelling museum exhibit that was displayed across the country


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