The Objective
With Yellowknife being a hidden gem in Northern Canada. The goal of the campaign was to create an interesting marketing campaign to entice people to travel. This would be done with 2 major events in the year. The Sun Festival and The Moon Festival which would take place during the winter and summer solstices.
The Theme
The experience of the festival had to be unique. With Yellowknife and the NorthWest Territories having so much to offer, the theme had to incorporate much more than just a festival. It evolved to a ‘choose your own adventure’ experience. It would work by travelers selecting events they wanted to attend, it would then create a one week trip unique to them.
The Knife
A platform where tourists are able to learn about anything related to Yellowknife. This would function as additional promotional material to entice travelers as well as be used by tourists to see what events are happening. It would also include other features such as weather and a map of the region.