Tourism New South Wales wanted to grow the awareness of their destination beyond the commonly known city of Sydney Australia. Their target audience was people under 30 from the countries of the UK, USA, Canada, New Zealand, and the other provinces of Australia. To reach this audience, a digital campaign was paramount.

We chose 5 social influencers from each of the 5 countries to travel in a bus across NSW for 30 days interviewing and filming locals on what makes their destination so remarkable. We crowd sourced the trips itinerary through the VisitNSW Facebook page using Facebook Ads to target locals who were passionate about 8 target experiences. Participants were invited to follow the trip through a custom built Facebook application and Tumblr feed. Hundreds of comments, photos, and experiences were shared by both our team and the audience to a global reach of hundreds of thousands targeted travelers.

As the Digital Producer, I managed the tactical strategy, development of assets, trip logistics, and teams involved across the globe.

Phase Two to NSW Unmapped. After 30 days of touring around the province of New South Wales in Australia, we produced 8 videos tailored to the Passion’s of travelers 18-30 years of age. Fresh, young, and edgy, these videos were posted to YouTube and supported by a digital advertising buy to send targeted youth traffic from 5 countries to Visit NSW’s website.

By matching the interests of this target audience to the Passions that NSW offers, we were able to provide exceptionally targeted traffic to NSW’s website where visitors could book similar trips to experience the Passions for themselves.

To see the videos on YouTube, launch the project below.

Douglas Welch Design Associates is a 25-year old theatrical design agency and in 2008, their media service were spun off into new creative agency EOS Lightmedia. Promoted from within, I was challenged to lead the marketing efforts.

A complete brand needed to be built, and I was challenged to communicate EOS’ highly technical and visual abilities to a non-technical audience. Starting with the company’s branding, I worked with agency Burnkit to develop a wordmark that was unique as EOS’ services. Building out the new website gave me an opportunity to tell the story of EOS through visual presentation and evoking experiences. Top to bottom, all marketing collateral was developed and refined.

As the Director of Marketing, I assisted with business development, building client relationships, and giving presentations. My work helped pick up clients including Panasonic, The Resort Municipality of Whistler, The City of Ottawa, and Telus World of Science. Other marketing efforts included print, trade shows, presentations, and international business development.

Flanders is the northern area of Belgium, known locally for its love of music. Over 280 music festivals happen in this tiny geography annually, from small folk festivals to the massive globe trotting ones such as Tomorrowland.

To help Tourism Flanders develop this identity globally, we launched a social media campaign branding them as ‘Flanders is a festival!’ Targeting music lovers across France, Spain, Germany, Netherlands, UK, Ireland, and the US, we offered one lucky person tickets to 100 festivals over the summer, a VW Bus, and €5000 cash. Activated completely on Facebook, the fan page went from 0 to 10,000 fans in 14 days. Over 20,000 people interacted with the customized application, voting, commenting, and sharing their own festival stories.

As Digital Producer, I managed the asset development, global advertising spend, and tactical strategy to successful completion.

If the Kootenay Rockies is known for one thing, it’s their Champagne Powder. For ski and snowboarding enthusiasts, it’s a paradise. Every couple years, Kootenay Rockies Tourism runs a competition to find the Ultimate Ski Bum: 3 months of living and skiing in the Rockies for free. 8 luxury resorts. 15 days of heli and cat skiing.

We took the competition into the digital realm.

First we helped Kootenay Rockies brand their Facebook page as the Powder Highway…a hub for all conversation ski and snowboard related. Then we launched a contest designed to be shared among enthusiasts. Over 4 weeks 4,700 people joined the fan page, posting pictures, comments, and stories. The competition was fierce; one guy even tattooed the phrase Ski Bum on his ass and sent in the picture. The campaign saw over 11,000 “Stories Talking About,” shared to an audience of 2.1 Million, with nearly 5,000 passionate Skiers and Snowboarders posting their original content to the Powder Highway fan page, which is now arguably the authority on skiing activities in the region.

As Digital Producer, I managed the campaign logistics, production of assets, a rebrand of the social platforms used, advertising spend, and coordination of teams involved.

To help the luxurious hotelier Taj Hotels  Resorts and Palaces launch their Facebook fan pages, we build a custom CMS application to be hosted within their individual properties Facebook pages. Each property had dynamic information that wasn’t suited for the corporate website. A simple solution was needed that their non-technical staff could access and update. The Facebook platform was the perfect place to connect with their loyal audience and coomunicate this information.

As Digital Producer, I oversaw asset development and client training on the application.

When you receive a call from 20th Century Fox asking you to be part of a movie starring Danny DeVito and Matthew Broderick, you say yes. The movie, focusing on the Christmas light enthusiasts of America, needed to create a house that was an entire digital video display. Beyond the realm of the normal movie crews expertise, I was asked to work with the production team to create, source, and install a marketing display into a life-sized shell of a house.

Working with a top notch team of producers, creatives, and technical crews we shot the whole sequence over 6 weeks in the dead heat of summer. From fake snow, 3am shooting schedules, and eating with DeVito in the craft services tent, this project was completely outside of my “normal” marketing activities… but is a special project I’ll never forget.

Websites have come along way since the birth of the Internet and I’ve been involved in the production of many. While new technologies get all the limelight, a strong website is still very important for a brand.

Here is a few that I have been a part of.

‘Teh Interwebs’ is an old pun used among techies. It describes someone who has little technical knowledge of the Internet (i.e. they still use dial-up or send you emails with nothing in the body except ‘Look I’m on teh Interwebs!’).

Fairmont Hotels are known worldwide for their luxurious properties and exceptional service.

To assist their west coast marketing team, I managed the Facebook Advertising spends for 6 different regional properties. With goals from fan growth, room bookings, and hotel promotion I was able to find Interest groups to precisely target their choice customers and meet the goals of each campaign.

For their 2006 Christmas campaign, The Hudson’s Bay Company wanted to visually activate their flagship store at the south end of Yonge Street in downtown Toronto. They were keen on something dynamic to bring the corner alive and stand out against the Times Square-style advertising billboards of their competitors. The Bay wanted something that was completely graphical and slightly overwhelming.

The challenge got bigger. The Bay is a beautiful heritage building, built in 1929, and has bylaw restrictions regarding the surface square footage that can be covered. My solution? A transparent digital display that blended into the architecture during the day making it practically invisible. And the whole project had to completed in 8 weeks, before the Christmas rush.

As the digital project manager, I oversaw a staff of over 30 people to coordinate the creative, logistical, and onsite installation. Relying on specialists from across North America, this was one huge challenge that we delivered. My problem solving skills and leadership experience were essential strengths to achieving this fantastic project.