How do you inspire New Yorkers to book a vacation to Canada in the dead of winter? By bringing the most iconic, bucket-listiest experience of them all to to New York City—the Northern Lights. To pull my idea off, Praytell partnered with Montreal-based multimedia studio, Moment Factory. Together, we delivered the northern lights directly to Grand Central Terminal, via a fully-immersive and interactive experience that was experienced by nearly 10k visitors over three days. The campaign was covered by national press like FastCo, Thrillist, Travel + Leisure, plus local media including amNY, FOX NY and ABC NY.

The experience, erm, lit it up: 2.23B impressions; 180 placements; 37 broadcast segments

ecd/creative: chris newkirk partner agencies: moment factory, triggerhouse

While a case study is being put together, check out the recap from Moment Factory: