Context
For my copywriting class, I was tasked with developing a campaign focused on OOH with a social media component for a tourism destination of my choice. I selected Prince Edward Island.
The Target
Aged 25 - 44, lives in an urban center (Toronto, Montreal, Vancouver, Calgary, Edmonton, etc), is a middle-class working professional looking for a reprieve from the hustle and bustle of the fast-paced city life, who leads an active lifestyle and adores nature.
The Target
Aged 25 - 44, lives in an urban center (Toronto, Montreal, Vancouver, Calgary, Edmonton, etc), is a middle-class working professional looking for a reprieve from the hustle and bustle of the fast-paced city life, who leads an active lifestyle and adores nature.
The Key Insight
Burnt-out individuals, tired of the rise and grind pace of city life, are looking to slow down and reconnect with nature, culture, and themselves.
The Big Idea
When exhausted city dwellers visit PEI, they'll fall for the chance to slow down and reconnect with nature —and themselves.
The Tagline
Fall for Slow
OOH
Social Media
Instagram Reel