HALIFAX CONVENTION CENTRE
Advertising
Art Director: Kenzie Cameron
Copywriter: Sophie Hebert
Designers: Arin MacNeil, Kenzie Cameron, Talita Caballero Wang
The Brief
The Halifax Convention Centre seeked to enter the conversation for international event planners booking convention spaces in Canada.
Competing against major Canadian cities, it was important to not only pitch the Halifax Convention Centre and all of their advantages, but also those of the city itself. In international markets, Canada may not be well known beyond major cities like Toronto, Vancouver, and Montreal.
The Campaign
Through the introduction of a new campaign, we were able to take advantage of the only thing the world knows, with certainty, about Canada. We say sorry. A lot.
Leading each headline with “SORRY,” we were able to directly highlight a positive proof point for either the Halifax Convention Centre or Halifax as a location. The use of bold colour and type further contributed to the cheeky delivery intended for each version.
