Get A Life in Canada’s Most Notorious City – Takeoff
Get A Life in Canada’s Most Notorious City – Takeoff
PURPOSE
The City of Moose Jaw Economic Development team spent the latter months of 2021 and the first few months of 2022 formulating a plan, and creating content, for a campaign aimed at attracting new residents to Canada’s Most Notorious City – Moose Jaw, SK.
To launch the campaign, we wanted to host an event that would garner attention and be consistent with the principles behind the campaign, while living up to the City’s “Notorious” brand.
LAUNCH
Since Get A Life is all about showcasing Moose Jaw’s quality of life, launching the campaign at a location in Moose Jaw would have been fine – and expected. But would it have been “Notorious”?
We reviewed multiple options and came to the conclusion that if our Get A Life campaign goal was to reach people not currently living in Moose Jaw, then the most appropriate place to kickstart our appeal was in…Regina.
In fact, one of the Get A Life selling points is that FlyYQR is just a 40-minute drive from Moose Jaw (if you live in Moose Jaw you’re closer to a major airport than many who live in large cities like Calgary and Toronto).
Thanks to pre-existing relationships with the YQR Administration team, we were able to secure the Regina International Airport as our launch headquarters.
On July 28, 2022, a throng of Moose Javians arrived at the Regina airport and held a media conference to announce the Get A Life campaign.
Our event featured several guest speakers, including:
- Moose Jaw Mayor Clive Tolley
- YQR Board Chair Trish Martynook (a Moose Jaw resident)
- Moose Jaw entrepreneur Jessica McNaughton
- FlyYQR President/CEO James Bogusz
PARTNERSHIPS
Over 20 Moose Javians attended our campaign launch, including representatives from the Moose Jaw & District Chamber of Commerce, Tourism Moose Jaw, Downtown Moose Jaw Association and Moose Jaw Multicultural Council.
To add to the Moose Jaw flavour, we brought actors from the Tunnels of Moose Jaw “Chicago Connection” tour (based on Al Capone) who were in their Prohibition-era costumes and handed out promotional Get A Life cereal boxes (with campaign info/QR code on the back) to new arrivals at the airport.
COVERAGE
Multiple Moose Jaw and Regina media outlets were in attendance and provided free coverage of the media conference. We were able to strengthen our relationship with the Regina Airport Authority and to this day, there is a Get A Life banner in the Departures area of the YQR Airport.
MEDIA COVERAGE LINKS:
Campaign Launch at FlyYQR: https://www.youtube.com/watch?v=A4sehrJDM2o
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