THE ASK

Develop a launch strategy that connects to an undefined group of travellers who would use and evangelize Embarq as a the next best kept secret. 

THE AUDIENCE

We focused on millennial students as the largest target opportunity for Embarq, as they are transitioning through life stages and seeking unique experiences to carry with them into their next phase of life.

THE MEDIA PLAN

We soft-launched Air Canada’s crowdsourcing travel platform at five college events in Ontario and Quebec. Brand ambassadors educated students and registered them for Embarq. We also used digital ads to target university campuses nationwide, allowing all students to benefit from the new platform.

1.6M

Impressions across paid and owned channels.

8

Trip budgets reached during campaign launch.

286

Embarq trip accounts registered in 30 days.

THE TEAM 

MINDSHARE & JWT

LEAD PLANNER Lily T.     MEDIA PLANNER Antonette Grant

ART DIRECTOR Josh M.     ACCOUNT MANAGER Natalie S.