Associate Creative Director

Arnold Worldwide, Toronto 1997 - 2000

SEATTLE    DETROIT    NEW YORK    TORONTO

So how do you get U.S. snowmobile enthusiasts to drive up to Canada? Simply tell them you’ve got the worlds largest network of snowmobile trails. Or better yet, show them, as we did in this direct mail package featuring a map and brochure rolled into one.

To a snowmobile enthusiast, this map, featuring the largest network of snowmobile trails in the world, was the equivalent of a Playboy (or Playgirl) centerfold.

Canada Tourism

DM

It must have worked, because this mailing doubled our objective, netting 10% response rate. In monetary terms, it was calculated this single mailing pumped $7 million into the Canadian economy.