CASE STUDY FOR THE TORONTO CARIBBEAN CARNIVAL
OBJECTIVE
The Festival Management Committee (FMC), the producers of the Toronto Caribbean Carnival is the largest cultural festival in North America attracting upwards to one million attendees. The committee was looking for a fresh take on targeting millennials to drive sales across multiple ethnic markets, create brand awareness and attract new visitors to the City of Toronto.
RESULT
We executed a 360-degree Advertising Digital Campaign targeting Canada and the United States. Over the course of three months, the Toronto Caribbean Carnival Instagram account increased by 7,000 followers. The feed was transformed with curated content through social media influencer and celebrity collaborations, such as the Real Housewives of Atlanta.
TOTAL PR generated media coverage from top television networks and daily newspapers and magazines.
+ 8 Major Events
+ Global Multi-ethic Audience: Canada, USA, Caribbean, International
+1Million attendees
+250 Impressions