YummyMummyClub.ca
National

Services: Destination Marketing

Vision|Co partnered with the Yummy Mummy Club, (www.yummymummyclub.ca) on behalf of NYC & Company, to build a contest consisting strictly of online, social media and a viral campaign component.

YummyMummyClub.ca is one of Canada's most well known online magazines for women with children, largely due to the Club’s founder, Erica Ehm, a well-known former TV broadcaster with an extensive fan base across Canada.  By partnering with air, hotel, tours and attractions, we were able to create a once-in-a-lifetime trip for one lucky member of NYC & Company’s targeted demographic in Canada.

By adapting to the changing media landscape, NYC & Company Canada was able to thrive and generate results that outweighed those of previous contests using traditional mediums. By thinking outside the box and taking what could’ve been seen as a risk by choosing to execute solely through unconventional media, Vision|Co was able to create a highly successful campaign that raised awareness of NYC – all at no cost to NYC & Company.

Sex in the City National Sweepstakes
Toronto, Calgary, Vancouver, Montreal and Edmonton

Services: Destination Marketing

NYC & Company Canada (Vision|Co) worked with partners to increase travel to New York City in the traditionally low-peak summer months by capitalizing on the popularity of Sex and the City, where NYC is considered to be a “fifth character”. Vision|Co created a multi-platform media and promotional campaign involving untraditional partners that centered on a two-phase contest sweepstakes to coincide with the release of the movie.

Phase one consisted of exclusive tickets to the premiere screening of “Sex and the City” in key cities across Canada – Toronto, Montreal, Ottawa, Vancouver, Calgary and Edmonton. Phase two continued throughout the summer and consisted of a national contest where winners could win one of six roundtrips for two to NYC from the key cities, inclusive of airfare, hotel and official Sex and the City tour.

NYC & Company Canada (Vision|Co.) created and executed a campaign that resulted in just over $2.6 million dollars worth of media exposure, topping the results of every one of NYC’s 18 international offices. By aligning media, trade operators and untraditional partners, we were able to capitalize on the hype surrounding NYC and create products for consumers that resulted in increased visitation to New York City.