In 1988, IKEA closed the doors on its first North American store in Halifax. Almost 30 years later, the retailer was returning to the East Coast, enlisting Jungle Media to help announce its “Homecoming.” In the weeks leading up to the opening day, the agency launched an integrated radio, TV, print, digital and social campaign that built a deeper connection with the community. To make an even bigger splash, it also made Theodore Tugboat (the official “welcome ambassador” of Halifax Harbour) “disappear.” There was a hotline set up for tips that was manned by Jonas (the iconic voice of IKEA). Haligonians got the message when Theodore came chugging back into the harbour, its deck laden with IKEA flat packs, gifts and prizes, as if returning from a cross-Atlantic trip from Sweden. Building all that hype worked, with over 4,000 people lining up at the store on its opening day.