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British Columbia’s tourism board has engineered an innovative marketing stunt, transforming a Hamburg car wash into an immersive journey through Canada’s breathtaking wilderness. The activation cleverly taps into Germany’s car culture while showcasing Northern BC’s untamed landscapes.
Why a Car Wash?
The campaign leverages
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- Germany’s strict at-home car washing bans
- National enthusiasm for professional car care
- Opportunity to captivate a captive audience
- Novel way to demonstrate BC’s adventure potential
Multi-Sensory Wilderness Encounter
Drivers experienced
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- 3D projections of ancient forests and wildlife
- Synchronized surround sound nature soundscapes
- Brand ambassadors sharing travel insights
- Surprise water effects mimicking mountain streams
Strategic Tourism Thinking
The activation successfully
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- Connected with Germans’ environmental values
- Highlighted BC’s accessibility for European travelers
- Created shareable moments beyond traditional ads
- Educated potential visitors about regional offerings
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