Explore New Brunswick

Client: Explore New Brunswick 

Challenge: When Moncton and Halifax were awarded the 2023 IIHF World Junior Championship, New Brunswick had an opportunity to shine on an international stage. Ginger’s challenge was to help our province seize that moment in a way that had a lot of impact. 

Solution: Create a range of immersive experiences and strategic activations at both event sites, informed by Explore NB’s ‘Always Inviting’ strategy, positioning New Brunswick as a premier tourism destination to attendees and viewers tuning in from across the world.   

In Moncton, we curated a 28-ft branded yurt outside of the Avenir Centre. New Brunswick’s rich culture was shared through tastings, performances, and activities that showcased the very best of what we have to offer. In Halifax, the activation extended to the event’s Fan Fest pavilion inside the Halifax Convention Centre, where Explore NB hosted a sprawling showcase of the region’s finest artists and attractions.  

Both activations featured face painting, a branded hockey card photo booth and a variety of branded noisemakers and takeaways that put Explore NB top of mind for the thousands of fans visiting the event from countries all over the world. In each city, Explore NB was the talk of the town, from in-arena signage, airport activations, digital out-of-home and television ads, and a wrapped motorcoach leading folks on tours and providing an on-demand shuttle service.  

Impact: More than 200,000 people visited the #ExploreNB branded Fan Fest Celebrations in Moncton and Halifax, and television ads reached more than 3 million Canadians. By partnering with Ginger to plan and execute cross-province activations, Explore NB created unforgettable experiences for attendees of the World Junior Championships, demonstrating the hospitality and unique attractions that New Brunswick has to offer.

From the client: “When planning the World Juniors Championships in Moncton and Halifax, Tourism New Brunswick was looking for a marketing agency that was agile, flexible, troubleshooting-oriented, and able to move fast to deliver on all tactics in both locations. Ginger’s team did just that, providing outstanding client service in both cities. The contacts and relationships Ginger had in both cities were exceptional. From printing banners to getting an Ice Cream Truck delivered to Halifax, and even calling in a contractor to build a yurt floor overnight, the Ginger team were quick thinkers and solution-oriented, making things seamless for Tourism New Brunswick throughout the duration of the World Juniors Championships.” Tena Lapointe, Manager – Destination Brand Management (Section), Tourism, Heritage and Culture