Mobile Discovery’s QR Code Campaign for Canada Tourism Makes Headlines Across the U.S.

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Largest Ad Buy Ever Leveraging QR Codes to Connect Print with the Interactive World of Mobile

Instead of reading about Canadian travel destinations in this weekend’s paper, Americans experienced travelling in Canada via their mobile phones. Using QR codes linking to videos that bring to life various Canadian destinations, cultural experiences and vacation packages, the Canadian Tourism Commission, launched a large national newspaper campaign featuring interactive newspaper wraps that resemble a printed version of an online travel blog.

Newspaper wraps completely covered Sunday’s LA Times, Chicago Tribune, The Boston Globe, Friday’s San Francisco Chronicle and inside the New York Times. Newspaper wraps are a traditional advertising tool that looks like a cover sheet folded around the paper, providing four full pages of content. Yet, there is nothing traditional about this ad campaign, which integrates QR codes to directly connect readers with digital content on their mobile phone.

The newspaper wrap is designed as a paper version of an online travel blog with experiences, offers and even user comments as they would appear in online social networks like Facebook, Flickr, and YouTube. QR codes linking to mobile videos allow readers to experience the thrill of zip lining at 90mph in Calgary, ride a horse carriage through old Quebec City, explore Montreal’s nightlife, and view hundreds of videos from destinations across Canada. In addition, readers can scan QR codes to get exclusive travel offers and book their next Canadian vacation right on their phones.

The Canadian Tourism Commission, Canada's national tourism marketing organization, recognizes that today “the vast majority of people book their travel online and in these online social communities they find inspiration to explore, and share their stories, photos, ratings and experiences,” said Geoff Wilton, Global Account Executive, DDB Canada. “This campaign is designed to bring the online world to people reading the paper, providing an enhanced multimedia experience. By scanning the QR codes and interacting with the ads it brings the travel experience off the page and into real life.”

To bring this unique vision to reality, DDB Canada, agency of record for the Canadian Tourism Commission, partnered with Mobile Discovery, the leading expert on using QR codes for mobile marketing. The Mobile Discovery Connected Media Platform allows advertisers and marketers to professionally manage QR code campaigns. The system allows codes to be provisioned, customized, organized and modified at any point in the life of the campaign as well as providing analytics and reporting.

“Consumers are increasingly experiencing the world through their phones, while print remains a primary channel,” explains, David Miller, CEO, Mobile Discovery. “Our solution allows marketers to leverage the unique benefits of both. We are very pleased to be working with DDB Canada and the Canadian Tourism Commission to promote the unique experiences Canadian tourism has to offer.”

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About Mobile Discovery
Mobile Discovery is the global leader in QR code management solutions for mobile marketing, linking offline and online campaigns. Combine the power of offline media with the interactivity of digital media and integrate your print, mobile and web messaging. Contact us to learn more. info(at)mobilediscovery(dot)com , or visit us online at .

About DDB Canada
Named Strategy’s 2009 Agency of the Year and Top Creative Agency, DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a “total communications company” whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency’s integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and interactive), Karacters Design Group, Rapp Collins (direct), Radar DDB (social media marketing) and DDB Hodes Recruitment Communications (recruitment marketing).

For more information, please contact:
Name:    Ryan McBurney
Phone:    240-271-7582
Email:    ryan(at)mobilediscovery(dot)com


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