HowlOver Canada was a new extension that was added onto the FlyOver Canada film. This Halloween inspired film was developed to draw in locals with a seasonal feature.
The Overall Strategy:
To create a complete Halloween experience the characters were pulled into the onsite signage, the retail merchandise and all the marketing.
The cafe on-site also offered Halloween inspired items on theme with the HowlOver Canada characters.
Jaemie worked closely with agency Evan's Hunt to develop the onsite strategy and the brand expression for the film.
The HowlOver Canada colours and characters were then carried over to the digital ads, traditional buy and any onsite messaging. In 2020 the campaign exceeded the PAX target by 27%.
% Above Projected PAX Target