Banff Tourism is milking the “crasher squirrel” all they can in their latest marketing campaign. For those of you in the dark about the entire situation, read this Wikipedia entry first.
The squirrel has no doubt caused a promotional frenzy for Banff and the surrounding area. A Twitter account for the little animal has even been created (@Banff_Squirrel).
Toronto and Vancouver-based agency Radar DDB is behind the promotional push, which has reached over 80 million people so far.
According to MediaInCanada.com, “BLLT estimates that the advertising value to the destination has been worth $3 million in print, TV and online. It was mentioned in 301 blogs in North America and generated over 5,000 Twitter mentions and 659 Facebook posts. The demographic reached is estimated at 63% male, 37% female, ages 25 to 34 (10%), 35 to 44 (22%), 45 to 55 (33%) and 55+ (19%). Countries reached include Canada (36%), USA (29%), UK (8.4%), Australia (3.2%) and Germany (2.9%).”
The cost of such a viral campaign comes surprisingly cheap, with Banff Tourism only spending $5,000.
A short movie has even been produced and uploaded to Banff’s YouTube channel.
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