We Brought Canada's Northern Lights to New York City

We awakened Americans' appetite for Canadian winter travel by bringing its iconic aurora to the Big Apple.

Overview

Praytell was tasked with inspiring Americans to book a trip to “the home of winter” by showcasing the magic of Canada’s coldest season. In just 77 days from idea to execution, we brought one of The North’s most iconic cold-weather experiences—the Aurora Borealis—to NYC.

Our Solution

We showed up at Grand Central Terminal with an interactive experience first previewed by media, then opened to consumers. Demonstrating that nature's wonder is just a flight away, we honored the northern lights' Indigenous ties with storytellers and Inuit throat singers and executed a local ad buy, social push, and trip sweeps to ensure NYC couldn't miss it.

Results

The campaign was covered by national press like FastCo, Thrillist, and Travel + Leisure, not to mention local media like amNY and ABC NY. But what really gave us goosebumps, was seeing a woman bring her 90-year-old grandmother to the exhibit, where she surprised her with a Canadian northern lights trip of her own—a longtime dream, realized.

2.23B Earned Reach

19.2M+ Paid Impressions

10K IRL Visitors

2.23B Earned Reach

180 Media Placements

19.2M+ Paid Impressions

8.4K+ Landing Page Visits

Air New Zealand

The world's first sleep pods in the sky truly “took off," landing Air New Zealand coverage in GMA, CBS This Morning, and the monologue of The Tonight Show Starring Jimmy Fallon.