Hudson's Bay begins Project Adventure promotion
Retail chain Hudson's Bay has begun a traveling promotion called "Project Adventure." During the two-month initiative, four promotional workers in a branded recreational vehicle will travel to 49 Canadian cities between June 19 and Aug. 11. The activities of the participants will be documented in a series of online videos that will debut on B-Insider.com and various social media services on July 1. The four will engage in adventure-style activities such as surfing, kayaking, bear tours, mountain biking, snorkeling with whales, dog sledding, paragliding and others. They will also participate in training sessions with a number of Canadian Olympic athletes. Consumers will be invited to visit the vehicle while it is stopped in each city. Consumers can also enter a contest by submitting photographs or videos of their own Canadian adventures via Twitter. The winner will receive a $2,500 gift card from the company. "Project Adventure recaptures Hudson's Bay's heritage and history as the original adventurer and looks ahead to the future in a modern, interactive and social way," said Marc Metrick, chief marketing officer at Hudson's Bay Company. "Our brand has always represented the Canadian spirit of adventure and this cross-Canada tour is an opportunity for us to engage with our consumers in an exciting way and take them on a trip of a lifetime across this beautiful country and into the great outdoors."