A DAM FINE TIME.
When Water Security Agency told us it was time for a rebuild of their Gardiner Dam brochure for the occasion of their 50th anniversary, we had no idea how literal they were being. A review of their existing brochure revealed an encyclopaedic treatment of the dam’s history almost as old as the dam itself. Our challenge was to communicate – in a fun and engaging way – what purpose the dam serves and where the water goes.
Instead of an information-laden brochure, we produced the fashionably retro “Dam Straight” postcard pack, each featuring a different image and fact. Whether people use them as postcards, doodle pads, shopping lists or scorecards, they’re treated to a different fact about Gardiner Dam every time.
New site signage was produced so that people could stand on Gardiner Dam and look out over Lake Diefenbaker while reading about the dam’s purpose. It includes a map to allow visitors to situate themselves and imagine the enormity of the lake.
We crafted a name and theme for the event, “The Best Dam Party of the Summer,” and produced all the collateral to publicize the anniversary. Marketing materials included an invitation, an e-vite, a Facebook page, mobile online display ads, outdoor digital boards and print ads.
- We created enough hype to attract the attention of West Central Online, the Saskatoon StarPhoenix and the Regina Leader-Post; each published articles promoting the event and provided media coverage at the event itself. Saskatchewan Tourism featured the event in a video hosted by the Saskatchewanderer.
- The event was a big success: attendees were welcomed by hosts serving refreshing lemonade. The Honourable Ralph Goodale, Minister of Public Safety and Emergency Preparedness, and the Honourable Scott Moe, Minister Responsible for the Water Security Agency, shared some inspiring words. Kids enjoyed a bouncy castle and face painting, while their parents and grandparents took in the travelling exhibits and listened to the music of Will Ardell. And luckily, there were just enough hot dogs, chips and ice cream cones to go around.
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