Campaign strategy, product positioning, mobile advertising and PR outreach for The Visible City app launch.

YDL partnered with the Museum of Vancouver (MOV) to launch The Visible City, an interactive, mobile app and virtual exhibition that enables users to discover the rise, fall and revival of neon signs in Vancouver through augmented reality technology. The MOV is the first cultural institution in North America to use augmented reality technology to deliver a street museum experience.

We developed the campaign strategy, managed the go-to-market plans and developed the product positioning and PR messaging for tech and mobile audiences. To support the media outreach, we assembled an extensive EPK, creating fact sheets, press releases, Q&A’s and collaborating on a promotional video with the MOV. We managed the mobile and Facebook media buying, overseeing the strategy and developing the ad creative. Finally, we managed The Visible City launch event, including branding, venue setup and media presentations.

The Visible City mobile media campaign had a +45% CTR at launch and was ranked #5 in the travel and education categories of the iTunes App Store during its first week of release. We secured over 100 tech media reviews and stories for The Visible City, including features on Electric Playground and Global News.

NOTE: The app and supporting website for The Visible City was designed and programmed by Switch United.


Type: Mobile Ads, Event Marketing, Campaign PR


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