WORLD YOUTH DAY, TORONTO 2002
PROBLEM:
Increase awareness of the World Youth Day event to people located in the Greater Toronto Area. Increase the number of event registration and overall attendance.
SOLUTION:
Create
a microsite containing vital information specific to the event including
a simplified registration process. Register a simple domain name,
wydtoronto.com making the website easy for users to find and remember.
Provide free or low cost internet advertising with high profile Canadian portals such as Sympatico, Toronto.com, Canoe, MSN, AOL and Canada.com. Geotarget advertising to the Greater Toronto area and a 16-30 year old audience.
RESULTS:
Online advertising netted 9360 Clicks with a Cost per acquisition under $2.50, all targetted to a very specific demographic.
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