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Colour is a part of everything Newfoundland and Labrador. From the names to the language to the houses everything is full of colour.
The ask was to get people excited about this place using colour as the hook.
The idea came about from historic paint swatches that had interesting names like "Foggy Dew" and "Figgy Duff" and that lead to tweaking the thought of painting the town red to painting it Bakeapple Jam. Each unique page led to a vast range of content from online videos to photo galleries to pulling social media feeds.
BroaderPalette.ca received nearly 375,000 visits (+28.6%) with page views toping 600,000 (+11%). Website visits increased 12.5%, page views increased 8%, and time on site rose a whopping 13,250 hours (27%). Referrals to tourism operators increased 32%.
http://www.broaderpalette.ca/
We supported the website with an integrated campaign ranging from newsprint, Online paid advertising, Social media ads as well as using website takovers like the Weather Network Fog Voken... Blah blah blah. you probably just want to see the work.