Canadian youth marketing agency Newad landed frozen DC-3 plans in Toronto and Vancouver on 7 and 8 January to help promote CBC’s new Arctic Air TV series to consumers.
 
The one-hour programme premieres on 10 January in Canada and is an adventure series set in the Arctic. The show focuses on a maverick airline and the family operating it.
 
Newad’s experiential campaign saw brand ambassadors in Arctic Air airline outfits distributing boarding passes and encouraging consumers to enter a competition to win one of two trips to Yellowknife in Canada’s Northwest Territories. Alongside the activity, illuminated ice sculptures of DC-3 planes were displayed to illustrate the show’s main premise.
 
The campaign took place in Toronto’s Nathan Phillips Square and Vancouver’s Robson Square. The ice sculptures were conceived by M2 Universal.
 
“Our mandate was to execute a creative campaign to drive viewership and awareness for the dramatic CBC TV series Arctic Air,” director of experiential marketing for central Canada Lindsay Blake.
 
Newad is focused on four marketing platforms: Experiential marketing, indoor activity, digital publishing and websites.