Best Food Industry Online Campaign

Beginning in May of 2019, Glacier Digital and the CN Tower began work on an advertising concept for EdgeWalk and the 360 Restaurant. This concept would promote each offering by appealing to desire to mark special occasions with equally special experiences. Important consideration was given to the requirement to be as inclusive and user reflective as possible, with additional thought given to developing a methodology from which conclusions could be drawn as to user preference for imagery and messaging.

Collaboratively, the "Celebrate" campaign was conceived. The combination of various imagery and verbiage (e.g. "success", "achievement") served as the basis for creative and established clear methodology for campaign commencement and data collection - resulting in over one of over 75 different ad served conditionally, according to expected performance.
Beginning in mid-June 2019, ad creative was rolled out to geographically targeted audiences, with retargeting and keyword campaigns rolling out concurrently in support.

Campaign optimization, having occurred for the duration of time in-market, focused on a typical set of key performance indicators, selected for their ability measure efficacy at each stage of user engagement, from initial impression to purchase/reservation decision. Throughout the campaign, mindful optimization of these fundamental measures yielded improved spend-efficiency, with cost per acquisition reporting a 6.5% cost-savings against the campaign average by close.

In fact, the continued trend of downwards of CPA represents the strongest indicator of the right-mindedness of the campaign's methodology and execution.

Contributors:

Director, Marketing and Communications:	Jennifer Paige
Digital Marketing Manager:	Krista Kalbfleisch
Digital Marketing Director:	Chris Szczepko
Creative Lead:	Daryl Baker

GLACIER DIGITAL CORP.

Location: Canada