Cavalia

Cavalia

Overview

Cavalia is a mix of equestrian and performing arts, multimedia and special effects. Under the largest Big Top on earth, a 50-metre stage permits the horses to express themselves in all their splendour, nobility and strength, often completely free.

Objective

- As this was Cavalia’s first show in Vancouver, they needed to introduce the concept to the Greater Vancouver audience
- Drive ticket sales for the March 8 – April 22nd shows
- Create sustaining brand name recognition in anticipation of a returning show in 2012
- Reach 35+ year old women, their primary target market

Recommendation: Print

- Launch with a double truck in the A section prior to Christmas to capitalize on tickets being bought as gifts
- Sustaining throughout December with page 3, 5 and 7 placement.
- Resume advertising in late January right up until Opening Night as Vancouver is a very last minute market for committing to events.
- Gatefold on Opening Day in The Vancouver Sun and double Truck in The Province
- Hawking program at high traffic locations around transit

 

Recommendation: Online

- Editorial content page where all content written about Cavalia, including video footage, was housed
- Takeover on the Entertainment Channel
- Top layer on the home page
- Mobile campaign

Contest

- Contest ran in both The Vancouver Sun and The Province and garnered an impressive 3,695 total entries in a very short time frame.

Results

- The launch schedule reached 58% of Greater Vancouver an average of 4.7 times.
- It reached 60% of women aged 35+ an average of 5 times.
- Show so successful the run was extended
- The Sun scored very high in their surveys and was 3x better than expected in pre-sales for the first day on sale.
- Vancouver was the best presale that the show had had in seven years
- Online campaign of almost 900,000 impressions had an extremely high click through rate of 0.32%

For a quote based on your specific advertising campaign requirements please contact your account representative,
submit a request form or call the Pacific Newspaper Group advertising switchboard at 604-605-2478.

The Province Sports Academy

The Province Sports Academy

A home where The Province can engage the community in an education and a discussion about sports – specifically, to start, soccer.

Cavalia

Cavalia

As this was Cavalia’s first show in Vancouver, they needed to introduce the concept to the Greater Vancouver audience.

RONA Grill It With the Greats

RONA Grill It With the Greats

The Province newspaper wanted to drive new subscriptions through a contest timed around Father’s Day.