How many people does it take to photograph a viking at Nathan Phillips Square? The answer—29.
To support the Vikings exhibition, I worked with an external agency to create a two-phased, fully integrated marketing campaign. Phase one of the campaign—“They’re Coming”—featured the core hero creative of a viking ship arriving in Toronto across print, broadcast, ooh, digital, and paid social. Phase two—“They’re Here”—featured an original photoshoot of a historically accurate viking at iconic locations around Toronto, interwoven with the hero creative.
The efforts resulted in a visually compelling campaign that, in the end, helped the exhibition exceed its attendance target by 22.1%.