FUN NORTH OF THE BORDER

Insight: Fallsview offers more fun and entertainment than its competitors south of the border.

Idea: Create a visual juxtaposition between Canada and America using everyday items to divide the billboard horizontally.

Visuals:

The top of a cupcake north of the border / The bottom of the cupcake south of the border.

A popsicle or ice cream north of the border / A popsicle stick or ice cream south of the border

Flowers north of the border / Roots. dirt, and insects south of the border.

Headline: Everything is better north of the border.

Tag: Fun north of the border

CANADA’S HUMBLE BRAG

Insight: Americans stereotype Canadians as softer, more polite version of themselves.

Idea: Create billboards that allow us to brag about the amazing experience Fallsview Casino & Resort offers but in a very Canadian way.

Headlines:

Saying we’re the BIGGEST CASINO wouldn’t be very Canadian of us.
Some say we have the BEST VIEW OF THE FALLS. You be the judge.
We’d never say WE’RE THE BEST, so we hired an American to write it for us.
Dear competition, we are the BIGGEST CASINO IN CANADA. Sorry…
We’re polite about everything except FUN.
We’re too polite to say we’re the best, so we’ll say nothing at all.
We didn’t plan on being the BIGGEST CASINO in Canada. It just happened.