OBJECTIVE
To create a unique press and influencer experience leveraging Canada’s 150th Anniversary to generate press coverage for two notable Canadian hospitality and travel brands– Fairmont Hotels & Resorts + Air Canada.
ABOUT THE PROJECT
BMF developed and executed a media and influencer experience for Fairmont Hotels & Resorts and Air Canada JETZ that highlighted Eastern Canadian destinations and Fairmont properties as leading winter destinations. We were given a very specific KPI of 300M+ media impressions and press and social media placements that reached a younger audience.
We created ‘Apres in the Air’- a long weekend trip that began the moment guests boarded the plane with an apres ski style experience. We invited 50 media and influencers and in addition to unique visits with stays at 3 Fairmont properties, the group was treated to memorable moments such as dog sledding and snowmobiling, ice fishing and a river bonfire lunch with a First Nation member and an elegant heritage dinner. By inviting Canadian former Bachelorette star Kaitlyn Bristowe and turning the experience into a travel package we were able to generate press in celebrity, travel and luxury lifestyle outlets, far exceeding our clients’ goals, particularly as the package, intended as a press communications tool, sold three times.
RESULTS
- +744M
Media Impressions - +100
Social Influencer Posts - +800K
Social Media Engagements
How We Collaborated
Integrated Marketing Planning/ Campaign Development/ Visual Identity + Brand Creative/ Media Trips + Experiences/ Targeted Media Outreach/ Influencer Relations, Content + Creators/ Entertainment Marketing/ Stunts/ Reporting + Monitoring
