Call of the Rail: Restoring Colonist Car 1202
2018 Finalist
Media associated with this campaign
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