In 2017, Canada marked its 150th anniversary of Confederation. Our content studio, Strategic Content Labs, won a major project with the Government of Canada to create a mobile app and website to create awareness for all the events happening across the country in 2017, as well as drive national pride throughout the year. The content platform, Passport 2017, was inspired by the physical passport that became a signature feature of Montreal’s Expo ‘67. The program includes a platform that will host all content, gamified to encourage participation, as well as a social media distribution strategy to spread the word.
We created an event site and app (iOS and Android), an event database, customer support team and a bilingual newsroom. We also forged partnerships with Apple, Google, Facebook and major media brands to provide in-kind support. To date, the app has been downloaded close to 100,000 times, generated more than 100 million impressions and offers users access to more than 15,000 events.