Trans Canada Trail is reminding Canadians of how accessible its network of recreational paths is by showing all the different ways people can experience it.
The nonprofit’s “Made To Be On” campaign shows Canadians being connected amidst all the different methods they use to make their way through the trails, be they joggers, hikers, cyclists or something else entirely. The campaign features trail users from across Canada, including notable figures like Olympic gold medalist Bruny Surin, Bhangra artist and influencer Gurdeep Pandher and violinist Johanna Sö.
The yellow ribbon connecting the different people in the spot is a symbol for the Trans Canada Trail, and how it connects diverse communities and trail users across Canada, between both coasts and up to the territories.
The Trans Canada Trail is the backbone of the country, says Meghan Reddick, chief communications and marketing officer. She tells strategy that there is a point of pride in knowing that local trails are part of something bigger. After all, the Trans Canada Trail is often right in people’s backyards – 80% of Canadians live within 30 minutes of the national trail network.
“We wanted to highlight the role of connecting people across Canada,” Reddick says, as a way to inspire people to find their local trail.
The advertising campaign directs people to a new interactive story map on the Trans Canada Trail website. There, the public can enter a contest by sharing their local trail photos and stories, illustrating the diversity of the Trail. Participants will automatically be entered in a contest to win weekly prizes from Trans Canada Trail, Columbia Sportswear and The Great Canadian Sox Shop.
The campaign was developed in partnership with The Turn Lab, which led creative development, stills and motion production, and media planning and buying.
The campaign is targeting active individuals, 25-45, who are interested in natural exploration, cycling, hiking with a moderate to intermediate level of experience outdoors. A secondary audience is families looking to make memories in nature, who are active on social and like to be active in fresh air.
Trans Canada Trail is doing traditional TV, digital, DOOH, programmatic display and print ads in The Globe and Mail, as well as connected TV for the first time.
It is one of the largest campaign efforts the group has run, Reddick explains, and it is hoping donors share the story to drive awareness.
