Destination Moncton-Dieppe
All roads lead to… Campaign
A bold tourism campaign turned into a four-season success story.
Destination Moncton Dieppe (DMD) is the regional tourism organization behind the vibrant cities of Moncton and Dieppe. Their objective? To spotlight the area as a must-see destination for travellers across Canada and beyond.
In 2023, they came to us with a clear and exciting vision: launch a bold, creative summer campaign that would put Moncton and Dieppe on the map. What started as a seasonal push quickly proved it had legs. The early success of the campaign paved the way for something bigger: a year-round campaign that evolved into fall and winter, with storytelling that continued to grow each season. Our job? Utilize that momentum and turn it into a dynamic, multi-platform marketing campaign that could inspire travel across borders, resonate with different types of travellers, and continue to evolve over time.
THE ASK
Launch a standout campaign and build something that lasts.
The goal was simple: help Destination Moncton-Dieppe stand out on a national (and international) stage. We kicked things off with a high-impact summer campaign designed to boost the region’s visibility across Canada and the northeastern U.S.
To make the campaign resonate, we needed a flexible visual identity that could evolve with the seasons. Personalization was key – every traveller, no matter where they were coming from, needed to feel like this destination was speaking directly to them. And to maximize reach, we made sure the campaign would be seen everywhere it needed to be, from big, bold billboards to perfectly placed digital ads.
THE PROCESS
Grounded in strategy. Designed to scale. Built to connect.
We started with a collaborative strategy session with the DMD team, exploring everything from local tourism trends to regional strengths and audience insights. That deep dive laid the foundation for our creative direction. From there, we developed multiple stylescapes to explore visual tone, personality, and storytelling style.
Once we had alignment, we built a campaign anchored in personalization. We mapped out key cities and traveller personas, tailoring messaging to feel local, authentic, and specific to each audience. The result was a scalable campaign that worked across a variety of platforms, whether it was a roadside billboard or a scroll-stopping Instagram Story.
THE IMPACT
From summer splash to four-season movement.
The summer campaign launched in over 72 locations across Canada and the U.S., with localized messaging that hit home in each market. The momentum was immediate and it didn’t stop. By fall and winter, the campaign had grown into a full-fledged seasonal platform with refreshed visuals and storylines that continued to captivate.
With every phase, the campaign gained traction. Website traffic and content engagement saw notable spikes. Brand awareness grew across both Canadian and U.S. markets. The consistent media presence, paired with regular performance insights and refinements, helped the campaign evolve in real-time. What started as a single seasonal push became a recurring, insight-driven initiative, built to adapt, grow, and keep inspiring travel to Moncton and Dieppe, year after year.
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