E very year, the city of Sault Ste. Marie runs a summer campaign to promote travel and tourism in the region. And the fabled Agawa Canyon Tour Train is among their biggest attractions, whisking travelers away into the breathtaking wilderness of Canadian Shield country.

With this campaign, we focused on driving bookings by showcasing the unique experiences available on this one-of-a-kind tour. To speak to both an older and younger demographic, we strategically created one campaign with two distinct executions—each designed to reach our targets with the messaging, imagery, video and media that specifically appealed to them.