At the beginning of June, I noticed two full back-to-back pages of travel-related ads in The New York Times. It stood out both because of the dense ad compilation and the fact that each of the ads was laid out as a sort of website screenshot including various social media links and references to comments, uploads, albums and the like. I thought how cool that these Canadian organizations, including Tourism Toronto, Rail Canada, Canada.travel and Air Canada, among others, obviously banded together to make a more impactful impression. I intended to comment on that before now but this past month has been unusually busy personally and professionally so I clipped the ads and set them aside for later comment (which is now!).
So, how much cooler is it that something similar but even more ambitious has been done with the June 28, 2010 issue of The New Yorker. When I saw the ad on the inside cover (above) I was happy to see such a nicely laid out and to the point ad on Canada. As I thumbed through the issue one after another distinctive maple leafs made it unmistakable that something was up with this issue. Other than customary adverts for The New Yorker itself, every single ad was from a Canadian agency, province, business or institution. In the online interactive edition there are also embedded videos that add to the message.
I’ve been a subscriber to this publication for over 20 years and the only other time I recall a similar campaign was when Target, the department store, took over every ad page and scattered its target logo throughout the magazine. I’m sure the reason it’s not done more often is that it takes a good deal of expense and coordination, but that also makes it stand out all the more. Bravo, Canada!
My fave is the fun “Bring Your Boots” ad by Alberta.
Link: http://archives.newyorker.com/?i=2010-06-28#folio=CV1 (may require a subscription to access)
I think the same holds true for television ads from Canadian and provincial tourism boards. See, e.g., http://www.youtube.com/watch?v=mT01Gi-bI9o Very well done. (Full disclosure — I’m proudly from B.C.)
John, thanks for noting this and sharing the YouTube ad posted for British Columbia, which I had not seen.