ITA: A song comes to life
ITA: A song comes to life
ITA: A song comes to life
ITA and EE came together with the goal of promoting Indigenous tourism experiences in and around Edmonton, Alberta. The primary goal was to raise awareness and consideration among their target audience.
Client
Indigenous Travel Alberta (ITA) and Explore Edmonton (EE)
Deliverables
Interactive Content
Year
March to April, 2023
Preview
Solution
We partnered with ITA and EE to create the A song comes to life campaign, leveraging unique approaches to engaging Indigenous storytelling. We partnered with a Cree musician who visited three local tourism experiences, then crafted an original song inspired by his experiences. We told the story of that making in a long-form article hosted on theglobeandmail.com, complemented by custom photography, an animated illustration and of course the music itself, which could be played right on the page, or streamed through Spotify or Apple Music. We used social media and other channels to drive traffic to the article, engaging users both on and off the page. Then, we adapted the experience for print, first publishing the piece entirely in Plains Cree syllabics—a first for The Globe and Mail—then running the English version on the subsequent page, with a QR code linking to the song.
Results
The digital article overachieved its page view estimate by almost 40%.
Engaged time spent exceeded our benchmarks by nearly 10%.
A strong conversion rate indicated that a significant portion of visitors engaged by listening.
The campaign achieved a 2% brand lift across awareness, consideration and preference categories.
Takeaways
The campaign overachieved primary KPIs, having successfully raised awareness among and engaged the target audience. The campaign's distinct storytelling approach and audio content appealed to a diverse audience, including those who may not have initially considered Indigenous tourism experiences. Investing in creative executions that offer diverse ways for users to engage with your content—reading, watching, listening—invites various audiences to interact with the storytelling and take something different away from the experience.
Solution
We partnered with ITA and EE to create the A song comes to life campaign, leveraging unique approaches to engaging Indigenous storytelling. We partnered with a Cree musician who visited three local tourism experiences, then crafted an original song inspired by his experiences. We told the story of that making in a long-form article hosted on theglobeandmail.com, complemented by custom photography, an animated illustration and of course the music itself, which could be played right on the page, or streamed through Spotify or Apple Music. We used social media and other channels to drive traffic to the article, engaging users both on and off the page. Then, we adapted the experience for print, first publishing the piece entirely in Plains Cree syllabics—a first for The Globe and Mail—then running the English version on the subsequent page, with a QR code linking to the song.
Solution
We partnered with ITA and EE to create the A song comes to life campaign, leveraging unique approaches to engaging Indigenous storytelling. We partnered with a Cree musician who visited three local tourism experiences, then crafted an original song inspired by his experiences. We told the story of that making in a long-form article hosted on theglobeandmail.com, complemented by custom photography, an animated illustration and of course the music itself, which could be played right on the page, or streamed through Spotify or Apple Music. We used social media and other channels to drive traffic to the article, engaging users both on and off the page. Then, we adapted the experience for print, first publishing the piece entirely in Plains Cree syllabics—a first for The Globe and Mail—then running the English version on the subsequent page, with a QR code linking to the song.
Results
The digital article overachieved its page view estimate by almost 40%.
Engaged time spent exceeded our benchmarks by nearly 10%.
A strong conversion rate indicated that a significant portion of visitors engaged by listening.
The campaign achieved a 2% brand lift across awareness, consideration and preference categories.
Takeaways
The campaign overachieved primary KPIs, having successfully raised awareness among and engaged the target audience. The campaign's distinct storytelling approach and audio content appealed to a diverse audience, including those who may not have initially considered Indigenous tourism experiences. Investing in creative executions that offer diverse ways for users to engage with your content—reading, watching, listening—invites various audiences to interact with the storytelling and take something different away from the experience.
Bottom Line: By weaving a Cree musician's journey into an engaging multimedia narrative, Indigenous Travel Alberta and Explore Edmonton didn't just promote local Indigenous tourism—they dominated the conversation.
