PUNCH engaged key media partners and influencers the Friday before Blue Monday to generate digital and social pre-awareness and help drive consumer traffic to the Sunwing's mini beach on wheels.
As a result of the Blue Monday events, PUNCH secured:
· The takeover of 1 beach on wheels
· A dedicated media tour and influencer event resulting in 5.9 million traditional/social media impressions
· A record-breaking day of sales!
· Tons of fun user-generated visual assets
· Fabulous digital and social content/coverage in outlets such as CBC, BlogTO, Daily Hive and Style Democracy
The third Monday of January is considered one of the most depressing days of the year and it’s easy to see why: think frigid temperatures, unsustainable New Year’s resolutions and incoming holiday credit card bills. Bringing a happy dose of orange to the cold and gloomy streets of Toronto and Montreal, Sunwing created a mini beach on wheels, decked out with sights, sounds and even sand of a sunny paradise. The ultimate photo-op and Instagram-worthy prop, guests had a chance to warm up, relax in a hammock and take a much-needed travel break, complete with free Mexican food and a live Mariachi band, as well as win with scratch-and-save cards offer travel vouchers. Having such a great visual, PUNCH took this beach on wheels to key media partners and influencers the Friday before Blue Monday to generate digital and social pre-awareness and help drive consumer traffic to the activation sites on Monday. To capture traditional media interest PUNCH leveraged survey data to showcase the long-term, positive benefits of vacationing on mental well-being.