A leading hotel chain wanted to drive brand awareness and increase bookings for their hotels across Canada. With more than 6 million Canadians in the path of totality for the April 8th solar eclipse, they partnered with The Weather Network to boost brand recognition for their Canadian hotels during the once-in-a-lifetime celestial event.
With an awareness goal, they sponsored The Weather Network’s solar eclipse coverage across television, digital and social media over an 8 day period. With eclipse viewing dependent on weather conditions, the sponsorship ensured their hotel brands were highly visible to millions of highly engaged Canadians preparing for the eclipse.
The sponsorship exceeded media delivery expectations and successfully:
Alignment with a once-in-a-lifetime celestial event via sponsorship of educational content delivered increased brand awareness for a leading hotel chain. By partnering with Canada’s Most Trusted Media Brand and Most Trusted News Source to guide Canadians through the solar eclipse, the client ensured they were highly visible to millions of potential travellers in the lead up to peak spring/summer travel periods.
Canadians were captivated by the solar eclipse content and the sponsorship program delivered record-breaking results, including:
Source: Statistics Canada. https://www.statcan.gc.ca/o1/en/plus/5990-are-you-among-one-six-near-eclipse
Source: Gustavson Brand Index 2023 study
Source: Pollara 2023 Trust in Media study
Oakville
2655 Bristol Circle,
Oakville, Ontario
L6H 7W1
Montréal
1200 Papineau Ave., Suite 300,
Montréal, Québec
H2K 4R5
Salem
1 Stiles Rd., Suite 305
Salem, NH
03079
Madrid
Calle Príncipe de Vergara 108, 4º
28002
Madrid