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Cupids 400

To celebrate a defining moment in Canadian history while establishing a branded legacy for future generations, requires a keen insight into marketing historical narratives. This was the core challenge for Cupids 400, a year long celebration taking place throughout 2010.

As the core of the Cupids 400 information matrix, is was essential that the website platform not only provide easy access to a plethora of event news and updates, but to capture, package and brand Cupids place at the nexus of the Canadian historical narrative.

The collateral suite for Cupids 400 illuminates the aesthetic core of the brand palette. The aged country rose backdrop convincingly effuses 'english' which, in combination with the brand identity and the ribbon, capture a sense of great occasion. An event of importance.

The official Cupids 400 Celebrations Program is the centerpiece of the event's promotional material cluster. This elaborate 48 page souvenir platform is a colourful showcase of the community's storied history and the more than 200 events commemorating its anniversary.

To maintain the integrity of the brand's themes and messaging priorities, every aspect of the Cupids 400's cluster of over 200 scheduled events draws from the core brand aesthetic. The impact is consistently rich yet inherently sophisticated and modern.

One of the most enjoyable projects DRAY Media executed for Cupids 400 was the design of the event's commemorative coin. Drawing inspiration from the famous etching of John Guy's encounter with the Beothuk, the coin is framed by its own custom designed sleeve.

Select any of the following case studies for viewing.

brand suite
brand standards suite
collateral suite
website
marketing and communications strategy
marketing and advertising campaign
institutional ad platform
online marketing strategy
SEO/SEM program
online ad suite
digital media development
mobile app development
social media strategy
social media development
media monitoring
PR/media relations
information/media kit
information kit inserts
copy/word text development
promotional brochure suite
promotional print campaign
event specific promotional collateral
custom photography
art direction
interior and exterior sign displays
directional sign displays
interpretive sign displays
merchandising program
commemorative coin platform
souvenir product development
strategic retail partnerships
sponsorship program
federal funding initiative development

It is difficult to put into words what this project ended up meaning to me... everything, I guess is the only way of putting it. This little town with a big history was all but ignored. They had this one opportunity, this big event to change not just perceptions of Cupids but to forever establish this place as the very heart of our provincial and national history. For three years we worked with Cupids’ excellent team, some of whom had been working on the project for near on twenty years. And in that time I learned more about the treasure that is outport Newfoundland than I ever thought possible. There are too many great moments to recount within this small space, but each and every one always brings a smile to my face. It has been without a doubt my proudest and most rewarding project.

Pat Mackey
Creative Director