Strategy
The team at SDMG proposed an idea that pushed the boundaries of typical Tourism Saskatchewan campaigns, both creatively and technically. By combining emotive video with the power of personalization, the team created Vacation Intervention, a Personalized Variable Video where visitors are challenged to rethink their vacation 'habits' and consider an alternative destination - Saskatchewan. Visitors were then able to create a Vacation Intervention for a friend, which would personalize the video accordingly with name, destination, as well as activity type. An email is then sent to the friend with a link to see the video. Regardless if you're creating a video for yourself or a friend you have the ability to forward the site on to anyone who you think may be interested, which stimulates the viral component of the campaign. This campaign has also extended to Facebook, and Twiiter, with regular updates from Dr. Daysoff, bringing the campaign more fully into the social media world.
Results
The compelling concept, which is just recently launched, will resonate with users and put Saskatchewan top of mind when it comes to choosing an exciting vacation spot.
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