Wind Mobile has launched a contest and PR campaign to promote its new Cross-Canada plan. The wireless carrier’s message is that the plan makes it easier for people to feel connected over the holidays, even when they’re miles apart.
As part of the PR push, Wind Mobile has enlisted relationship expert Kimberly Moffit as a media spokesperson. In interviews, Moffit will provide tips on how family and friends can stay connected during the holidays, including messaging around Wind Mobile’s new Cross-Canada plan.
The company also launched a social media contest, #WINDnation. Consumers are asked to share pictures of their favourite Canadian locations on Twitter or Instagram using #WINDnation, or through the contest microsite. The grand-prize winner will receive a Toronto-to-Vancouver trip on Via Rail’s iconic train, The Canadian, as well as a Wind Mobile prize pack.
There’s also a weekly photo challenge, asking consumers to “share a toque selfie with a favourite Canadian scene in the background” and share a photo of someone wearing an ugly Christmas sweater.
The campaign supports Wind Mobile’s broader brand campaign, which launched in November. Television, online and out-of-home ads centre on the theme, “freedom to connect across Canada.”
“We hadn’t had a TV spot since the spring… so this was our opportunity to reintroduce the brand and this notion of the freedom to connect across Canada,” said Zach Lytwyn, digital marketing & social media manager at Wind Mobile. “The strategy over the month of November was really brand-focused… and in December, we’ll further that with supporting tactical messages.”
The cross-country focus comes as Wind Mobile has increased its service areas in Canada. On Dec. 2, the company announced it has added an additional (unnamed) partner network, increasing its coverage area by 14% nationwide, 40% in B.C. and 16% in Alberta.
Wind works with Veritas Communications (PR), MacLaren McCann (creative), M2 Universal (media) and Monsoon Communications (multicultural).
