Wednesday, June 16, 2010

The lighter side of Social Issues Marketing

Last week, Calypso — Canada's Biggest Theme Waterpark — opened to the public.

As you probably know, in addition to saving the world with all of our usual social issues marketing work, we've been secretly creating a world of colourful characters for Calypso's grand opening.

Beginning with character sketches, we developed the backstories of Calypso the water goddess, Wildman Jack the adventurer, Sara Max the daredevil, Capitaine LaPlank the pirate, and Dr. Dunk the evil scientist. Over the past couple of months, we have literally been bringing these characters to life designing costumes and characterization for use at the park.

And now, in this Acart-written, TVA-produced TV ad, we can finally give you a look at the Calypso characters in flesh and blood:

So, how is this saving the world? Well, it's certainly bringing seasonal jobs to a previously-quiet corner of the National Capital Region. And it's providing a great sense of pride for our community, as well as a strong pull for tourists around the world to take a second look at Ottawa as a fun destination.

But most of all, we're enjoying this change of pace because when you spend 80% of your time addressing the world's problems, it's just nice to celebrate the lighter side of life in your own backyard. Next week, I'll let you hear what some of these characters sound like as I blog our radio campaign.

See you at the park!

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