Visit California Dreams Big in Canada
Visit California sought to bring its “Dream Big” campaign platform to life in the Canadian market and boost visitor travel and spending statewide.
DCI took Visit California’s Dream Big campaign to new heights with a PR stunt in Toronto. Kevin Jorgeson, the first climber ever to scale the Dawn Wall in California’s Yosemite National Park, became the first climber ever to scale the Royal Ontario Museum’s outdoor crystal peaks, generating media coverage throughout Canada.
- Launched a social media strategy that generated awareness prior to the activation via a Twitter party, with social engagement garnering more than 8.3 million consumer impressions.
- Broadcast coverage resulted in national placements including Canada’s national morning show Your Morning, as well as Global News and CP24.
- Generated 4.5 million consumer media impressions with an advertising value over $5 million.