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Client

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Tourism Toronto

mendes-2

Campaign


#IluminateToronto

Program Overview


Our campaign was built around a US-based contest offering entrants the opportunity to win a weekend trip to Toronto to see and meet Shawn Mendes at an inmate private event celebrating the launch of his second album, Illuminate. Campaign creative included teaser and wrap videos, custom logo, hashtag, and interactive map highlighting Shawn’s favourite places in the city. The resulting project generated over 11 million impressions and $700,000 in earned media.