Where Canada Connects

Faced with low national awareness, the Confederation Centre of the Arts in Charlottetown, PEI needed to build recognition before launching a fundraising campaign for its new National Cultural Leadership Institute. To address this, we redefined the Centre’s role and connected with Canadians coast-to-coast.

Initially, we targeted government/policy professionals and arts enthusiasts, later expanding to GenZ and millennials.

The campaign increased awareness, boosted online share of voice, drove web traffic, and connected with Canadians. By strategically combining content, context, and targeting, we achieved 112% of our impression goal while surpassing industry benchmarks.

Results

+2.5 pts lift in brand awareness
+8.9 pts lift in ad recall
61% more online mentions
11.6x better click thru rate
160% above average engagement rate