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GNV’s experiential ads are buried treasure

By Joss Davidge

Summer’s almost here! And we’re not the only ones that are excited about that prospect.

Travel companies worldwide are currently fighting to attract last-minute summer bookings with a host of competing marketing campaigns in full swing.

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But with so many companies looking to grab consumers’ attention and holiday spend, something a little special is needed to stand out from the crowd.

Italian cruise company GNV recently did just that. To announce the launch of their new dog-friendly cabins, GNV has delivered a creative campaign that specifically targets dog owners … by creating advertisements for the dogs themselves.

Instead of posters and billboards, the brand turned a host of summer items into a very special 3D ad just for dogs. A miscellaneous selection of items were chosen including a snorkel, flippers, and a bucket and spade. These were all buried around a popular park in Milan for lucky dogs to find.

A few tempting treats were buried with them to attract the dogs. Once these items were retrieved by the plucky canines, the pet’s owners were able to read a message promoting the new ‘dog cabins.’

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The simple but effective campaign has had a big impact. In the first two weeks alone, GNV saw a 24% increase in bookings and a 34% increase in web views on their site.

Similar to Hush Puppies’ adorable doggie brand ambassadors, this quirky approach is a great example of a brand putting a creative twist on traditional marketing.

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