Case Study

Non Traditional Partnerships

CASE STUDY, Integrated Media Relations & Travel trade


Showcase natural landscapes of British Columbia & Alberta through a non traditional partner that will heighten awareness amongst the consumer direct and allow for data acquisition for follow up on holiday packages, leading the consumer down the path to purchase.

Marketing Activity

  • Pitch documentation was sent to outdoor adventure and clothing label Kathmandu, who accepted a summer shoot in Whistler, Vancouver, on-board Via Rail and in Jasper National Park
  • These locations were featured as a backdrop to Kathandu’s summer collection on large billboard sites in Sydney, Brisbane and Melbourne surrounding key locations near airports
  • Additional marketing activities included inclusion of images and location identification in Kathmandu’s club newsletter, website, social media, and on-line catalogue
  • A competition was set up for their members to win a trip to Canada allowing for further data acquisition
  • Budget management to cover flight costs and ground


  • Image assets from Kathmandu were provided to BC and Alberta to expand on visual libraries
  • Outdoor advertising exposure generated valued at $500,000
  • A database of 20,000 competition entries for those who had requested to receive further information on BC and Alberta was provided to both provinces
  • BC and Alberta backdrop locations were sent to out via EDM to Kathmandu’s 55,000 members.