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Travel Alberta: Trill

30/06/2016
Advertising Agency
London, UK
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Credits
To get the right audience, at the right time, we had to work with the perfect partnerships in the early months of winter. So, we worked with the popular online extreme sports magazine GrindTV and created a long-form, immersive article that focused on the people and places connected to the feeling of thrill in Alberta. We shot a suite of short films to support our story of thrill. Each film featured the camera circling an athlete suspended in time and air, with only subtle details and blowing snow moving. We then repurposed the content for a cinemagraph partnership with Flixel, creating the first-ever 360-degree cinemagraphs. We drove traffic to our hero native content through banner ads, page takeovers and social media. By using GrindTV, Flixel and the authentic voice of skiiers, we were able to introduce Alberta to an engaged audience of millions of winter sports enthusiasts. People didn’t just connect with the feeling of thrill, they associated it with our province and made plans to find it here. Our content was viewed hundreds of thousand of times, earned extensive media pick up and exceeded the Twitter and Facebook benchmarks for the travel category. Most importantly, the winter campaign doubled conversion rates and increased traffic to our local travel partners by over 100%.
About Critical Mass UK

In a complex and fast-moving world, Critical Mass designs unparalleled brand experiences that connect with people. We were established in Calgary back in 1996, and since then we’ve helped global clients like Apple, Nike, Diageo, and BMW (and hundreds more over the years) reimagine digital and do what no one else in their category can do. Today, we’re over 1,400 digitally obsessed employees in 12 offices, across Europe, Asia, and North America—with a major, full-service hub in London. 

What makes us different? We truly understand every part of our clients' digital ecosystems, and we deliver success by making data, creativity, and technology more connected, more efficient, and more powerful. Of course, digital never stands still, but neither do we. We help brands seize opportunities so that their customers get a better experience and a more seamless, dynamic, and personalised experience everywhere they go.

We’re also proud to be part of Omnicom, one of the largest holding companies for global advertising, marketing, digital, and communications services firms (serving more than 5,000 clients in over 100 countries).

No matter how much digital changes, one thing will always stay the same—who we are. We’re a transparent, honest, values-driven, passionate partner with a can-do attitude that our clients notice and appreciate.

We’re Critical Mass, but our friends call us CM. Please call us CM.