In December 2018, Air Canada partnered with the Queen Victoria Market to create Melbourne’s first outdoor summer ice rink. We were tasked with creating eye-catching, compelling branding, signage and other communications, with the main aim of sharing news of Air Canada’s non-stop routes from Melbourne. Along with designing the creative, we implemented a powerful PR campaign to spread the word and get Melbournians skating.
A key part of the PR strategy was a VIP family-friendly launch evening, which entertained over 100 local identities, media and influencers – a chance for Air Canada and Queen Victoria Market to announce their collaboration and the new Mel-Van route.
56 pieces of editorial coverage were received, across the likes of Broadsheet, Concrete Playground, Timeout, Herald Sun, The Age, The Australian, Conde Nast Traveller, Channel Nine News, Nova 100, Fox FM and 3AW.
The Air Canada Ice Rink was certainly a highlight of Melbourne’s Christmas calendar and a resoundingly successful project for all involved.