Studio 11

Chal­lenge

2009 marked 100 years of Cana­dian avi­a­tion begin­ning with the flight of the Sil­ver Dart in Bad­deck, Nova Sco­tia. The Sil­ver Dart Cen­ten­nial Asso­ci­a­tion needed to pro­mote their year-long events, raise aware­ness among Cana­di­ans and vis­i­tors about the his­tory of the Sil­ver Dart, Alexan­der Gra­ham Bell and the Aer­ial Exper­i­ment Asso­ci­a­tion as well as show­case Bad­deck as a tourist destination.

Exe­cu­tion

Stu­dio 11 became the agency of record for a 16 month period and pro­vided a full mar­ket­ing and com­mu­ni­ca­tions plan includ­ing media buys and part­ner­ships, the design of all pro­mo­tional mate­ri­als and adver­tise­ments, the devel­op­ment of a web­site and a strong media rela­tions strategy.

Results

Stu­dio 11 raised aware­ness across the Mar­itimes, Canada and as far away as Japan about this avi­a­tion cel­e­bra­tion and in turn, helped to increase vis­i­tor num­bers and occu­pancy rates, espe­cially dur­ing the non-traditional tourist sea­son. The hosted events were cel­e­brated by thou­sands of Nova Sco­tians, Cana­di­ans and vis­i­tors from around the world and our mar­ket­ing efforts increased pos­i­tive pro­file for Bad­deck as the birth­place of Cana­dian avi­a­tion and giv­ing peo­ple another great rea­son to visit Cape Breton.

The pin­na­cle was in Feb­ru­ary, 100 years after the first Sil­ver Dart took off, a replica of the Dart lifted from the frozen waters of the Bras d’Or Lakes with pilot and astro­naut Bjarni Tryg­gva­son man­ning the con­trols, dupli­cat­ing J.A.D McCurdy’s feat. More than 75 media rep­re­sen­ta­tives and thou­sands of peo­ple watched in awe as sev­eral thrilling flights took place.