Destination Canada x Praytell: Canada Chill Station @ Burning Man
Gerlach, Nevada
Challenge
Find unique and attention-grabbing ways to drive media and excitement around Canadian winter travel at a high-profile summer event to get the right people thinking ahead to their next getaway.
Approach
Along with PR partner Praytell, Trigger(House captured the imagination of countless festival attendees at Burning Man, one of the most buzzed about, creative cultural events in the world. Popping up in a remote desert town along the event route, we brought the “Canadian cold” to the warmest of climates with a refreshing retreat from the heat. Upon accepting the bright red exterior’s alluring invitation to “Come Chill”, guests were welcomed by a winter lodge-inspired interior, featuring custom wall-to-wall images of the powerful tourist attractions of Canada, cozy seating and decor, complimentary snow cones and frozen beverages, and, perhaps best of all, the soothingly brisk temperature of an actual Canadian winter. Thanks to a custom-targeted social media campaign and large mobile billboards, not to mention its central location, this was one stop at Burning Man that was as impossible to miss as it was to forget.
