Context
In early 2025, with tensions rising between Canada and the United States, rising prices for package holidays and a declining dollar, many Canadian travelers began to reconsider their plans for long-haul travel to the US. At the same time, West Edmonton Mall had over 30 million visits a year, but still had hotel capacity throughout the year. We saw an opportunity for West Edmonton Mall (WEM) to create more bookings by attracting a new audience that would view the mall as not just a place to visit, but a place to stay and play.
Insight
West Edmonton Mall offers a multi-day experience giving families a true getaway under one roof.
Social assets showed the unique pairings of activities at WEM.
Execution
Aimed at families in the prairies, we positioned West Edmonton Mall as a “Mall Inclusive Vacation” - perfect for an extended stay where you can shop, dine, splash, scream and more. Out Of Home showed a family fully immersed in all the activities the mall offered. Radio took a playful jab at those less ideal aspects of tropical all-inclusives, while a supporting social campaign played up the range of activities, entertainment, and dining offered at WEM.
