Make More With Toronto

Make More With Toronto

Directors Guild of Canada

DIRECTORS GUILD OF CANADA

MAKE MORE WITH TORONTO 

THE WHAT, WHERE AND WHEN OF IT:

The Directors Guild of Ontario, Canada exists to put Canadian talent on the map.  

Of course, when shooting in Toronto, Canada, Hollywood execs don’t hire enough local editors, directors, and cinematographers. They fly up people they know. How to break that habit?

Our creative idea was to speak right to execs’ egos and show them how many accolades they were missing out on by not thinking local.

In September, 80% of the execs on our target list would be flying to Toronto for the International Film Festival. Pulling data from previous years – most popular hotels, flights, restaurants – we choreographed a campaign that mirrored their every move. Digital boards in LAX. In-flight magazines. Messaging along the highway as they drove to their hotels. Geotargeted social media ads around their hotels. Even an invite to a private dinner at the Consul General of Canada’s residence when they got back to LA.

The campaign garnered 108 million earned media impressions, 20K unique visits to makemorewithtoronto.com from the LA area, and a YoY year reduction in US work permits.