Rocky Mountaineer

Experience the Rockies

Rocky Mountaineer is so much more than a rail tour company.

It’s a way for Canadians and people from all over the world to experience the best of Canada’s gorgeous Rocky Mountains.

The Brief

We recognized the importance of championing Canadian landmarks, and encouraging tourism within our own backyard. Our mission was to increase awareness of Rocky Mountaineer as a luxury vacation option, while making content visual and engaging for the 50+ demographic.

The Brief

We recognized the importance of championing Canadian landmarks, and encouraging tourism within our own backyard. Our mission was to increase awareness of Rocky Mountaineer as a luxury vacation option, while making content visual and engaging for the 50+ demographic.

The Execution

The Globe created a series of eight multimedia features showcasing the best of the Rocky Mountaineer experience. Readers were taken on interactive journeys through a thoughtful combination of text, visuals, video and audio. The result was a campaign that parachutes the reader onto the train and increases consideration of rail travel as the best way to experience the Rockies.

The Results

Content led to life in familiarity and perception, an increased brand awareness by 10%, and significant increase in propensity to travel with Rocky Mountaineer.