Dominican Republic tourism was seeking to stand out from the competition and become one of the most popular sun destinations among Canadians. Having done some statistical analysis, it saw an opportunity to attract their attention in the depths of winter.

A 360° campaign was devised with CBC Music as the anchor point: webradio, contest and surprise activation in downtown Toronto, all amplified by a multiplatform ad campaign. A number of well-coordinated initiatives that had unequivocal results—a notable rise in the number of holiday trips to the Dominican Republic.