Target’s geo-targeted mobile campaign for Newfoundland & Labrador Tourism delivered 800% more click-throughs than the industry benchmark, despite requiring two clicks. Targeting transit hubs and busy venues, this hugely successful campaign won Best of Show at the HSMAI / Adrian Awards in NYC, competing against over 40 countries in the ‘Oscars of travel and tourism’.

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The Agency A List: Target

Being an outsider helps the agency see things differently

thisworks

Canopy Growth enters skincare space

The cannabis company has acquired U.K. company This Works to develop CBD-infused health and beauty products.

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Lotto Max pays for parking for a day in Nova Scotia

A stunt promoting the lottery’s second weekly draw aimed to show how Tuesdays have ‘gotten better.’

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What goes into a nurse’s quality of care?

The Registered Practical Nurses Association of Ontario highlights the depth of knowledge required to do a nurse’s job.

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Heinz Ketchup asks diners to ‘eat responsibly’

To kick off the important barbecue season, the brand pays homage to another bottle typically associated with summer.

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Drop offers free rides to and from Collision

The loyalty app brings e-scooter sharing to Toronto to reach the 25,000 attendees at the tech conference.

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Havergal College picks Ruby & Foster as AOR

The newest client for recently opened agency will launch a recruitment campaign to differentiate the girl’s school.

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SingleCut Beersmiths turns labels into music trivia

The New York-based brewery’s packaging for its Big in Japan IPA label celebrates western tunes that made it big in Japan.

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Air Miles gets close with Tessa Virtue

The loyalty program hopes to remind customers of the tangible benefits of being a member in phase two of a campaign.

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View from the C-Suite: Endy stays the course under Sleep Country

Co-founder and CEO Mike Gettis says the brand remains focused on keeping true to its roots while rolling out its bricks-and-mortar strategy.

Agency search

A misguided response to a long-standing problem

Consultant Stephan Argent questions whether “naming and shaming” clients is the best route to fixing the RFP process.

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How the CMA and RBC plan to tackle talent challenges

The association has partnered with the bank to launch a program geared at connecting employers and recent marketing graduates.

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Innovation Monitor: Tim Hortons adds Beyond Meat to its menu

What the coffee chain’s trial run means for the future of plant-based meat alternatives.

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Former Vice execs launch global cannabis agency

Gram by Gram aims to use a global presence to offer more cultural insights to clients and help them expand to new markets.

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Roots and Travelzoo partner on branded vacations

The apparel retailer’s latest collaboration comes as it continues to evolve into a ‘premium outdoor lifestyle brand.’