2018 Winner
PFLAG Canada
Destination Pride
FCB/SIX
GoldNiche Marketing - Best in Niche Targeting
Canada is a progressive country. So it’s a good travel destination for PFLAG+ travellers. How safe and welcoming a destination is can affect tourism decisions more than natural wonders. How does one assess which country is deserving of their holiday dollars? To answer this question, PFLAG and FCB/Six developed a data-driven mobile platform that reimagined the Pride flag as a dynamic bar graph. When people visited the site, they could use the tool to search different countries, with the colourful chart scoring the destination’s LGBTQ+ laws, rights and social sentiment. To reach the right audience in the right places, the agency created more than 100 geo-targeted Facebook ads targeting people who were interested in LGBTQ+ topics, events, and travel. The awareness campaign resulted in “Destination Pride” being the most shared and discussed communications platform in PFLAG’s 45-year history.
Credits
Executive Creative Director: Ian Mackenzie
Associate Creative Director: Dave Laing
Associate Creative Director: Krystle Mullin
Art Director: Devon Williamson
Copywriter: James Ly
Experience Designer: Patrick Stolk-Ramaker
Associate Creative Director: Andrew Bernardi
Associate Design Director: Stuart Thursby
Account Director: Shalta Dicarie Fardin
Group Account Director: Andrea Barrett
Project Manager: Ashley Whitaker
Project Manager: Khizra Arshad
Digital Producer: Gillian Morrison
VP, Head of Data and Technology: Jacob Ciesielski
Director of Technology: Madara Ranawake
EVP, Strategy: Anna Percy-Dove
Strategy Director: John Fung
Strategist: Zac Matheson
Manager, Data Analytics: Andrew Yang
QA Manager, Data & Technology: Lina Vaisman
President: Andrea Cook
Producer: Lindsay Hann
User Experience: Kristy Pleckaitis
Front End Developer: Heung Lee
Front End Developer: Jonathan Sanford
Worldwide Creative Partner: Fred Levron
Designer/Animation Director: Edward Deng, Alter Ego
Music & Voice Director: Mark Domitric, Grayson Matthews
Casting: Shasta Lutz, Jigsaw Casting
Public Relations: Shannon Stephaniuk, Glossy
Media Agency: Initiative Media
President: Helen Galanis
Director of Content Marketing: Katherine Fera