Occupying 45,000 square feet, this miniature Little Canada contains miniature versions of all the wonders along Canada’s coast-to-coast-to-coast: the CN Tower stands at 12 feet tall, the Bay of Fundy has simulated tides, and more than 40,000 figurines that typify aspects of Canadian life and culture. Attributing to more than 120,000 visitors per year, this attraction venue can thus effectively offer brands a chance to plant roots in familiar Canadian sceneries as well as connect audiences in a very unique way.
Brad Ford, President and CEO of Little Canada: He envisions Mini Media as a way the brands can put forth a capture of the visitors in an innovative and memorable format. Little Canada’s highly-crafted miniature environments evoke that curiosity and constitute a new kind of backdrop for advertisers to connect with audiences of all ages. Mini Media placements are in key high-traffic locations around Little Canada, putting brands in their eyes but also setting them in the Canadian cultural context of this fantasy world.
To launch Mini Media, Little Canada issued promotions media kits to local potential advertisers. Each kit contained a “mini” theme featuring a mini replica of the press release, postcards, and an example of mini billboard placement, complete with a magnifying glass to enlarge upon it. One of the first companies to jump at the opportunity to utilise Mini Media’s billboard space was Subway Canada, which designed “footlong billboards,” literally a foot long. Subway also marked the campaign through hosting its new campaign event at Little Canada where samples of Footlong sandwiches, sidekicks, and mini coupons were provided.
Subway Canada’s Director of Creative Strategy and Activation, Anabella Mandel, is excited about the project. The miniature setting, of course, is a playful twist on Subway’s ridiculously large sandwiches. It brings out the best facet in Mini Media-a chance for brands to tell entertaining stories to get audiences engaged.
The Mini Media initiative from Little Canada focuses on collaborating with media companies to package these unique placements as part of broader media buys, thereby making them available to other brands. Offers will include mini versions of all ad formats-from transit shelters to OOH takeovers and even more creative options for integration. This is a partnership with the creative agency Dentsu, and spPR has been the one handling the public relations, since Mini Media brings new ideas in advertising in this small but very powerful Canadian environment.
