Putting our town on “the map”

Canada’s 150th birthday celebration provided an excellent opportunity for the Tourism Committee to grow awareness – locally, regionally and nationally – for the Town of Halton Hills. As a member of the Halton Hills Chamber Tourism Committee, circus jumped on board by initiating the idea of flying the largest number of Canadian flags on July 1st in order to claim the title of Canada’s Most Patriotic Town. The President of circus, Cheryl Cardon, was appointed Chair of the Canada 150 Committee.

Let the challenge begin

circus took a leading role in the campaign’s execution and promotion. All creative and communication materials were provided pro bono. The residents of the Town of Halton Hills were encouraged to fly Canadian flags from their porches, lawns, garages, flower pots, rural mailboxes … anywhere they could be seen from the street. Local businesses were asked to support the Challenge with sponsorship dollars. The goal was to fly over 15,000 Canadian flags in order to claim the title of Canada’s Most Patriotic Town

Getting it off the ground and flying!

circus created a strong visual brand identity and a fully integrated communication plan, everything from sponsorship packages to an interactive website that recorded flag registrations in real time.

The campaign elements included a comprehensive email, social media and PR strategy as well as more traditional media including local newspaper ads, lawn signs and participation in local events such as the weekly Farmer’s Market.

A town buzzing with true patriot love

On Canada Day, the Town was festooned with flags and residents sported patriotic red and white attire! Over 57,000 flags were registered and flying! With a population of 59,000 that represented nearly one flag for each resident.

Both local and national print and broadcast media were on hand to witness our achievement. As an added bonus, the Challenge caught the attention of the Federal Secretariat for Canada 150 who organized a flyby salute by the Canadian Forces Snowbirds in recognition of our achievement.


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