DawsonCity.ca begins Gold Rush 2 campaign
DawsonCity.ca has begun a national awareness campaign called “Gold Rush 2.” Developed by Cossette, the campaign includes an Indiegogo crowdfunding initiative that encourages consumers to donate in exchange for rewards such as the inclusion of their name at the Dawson City Museum or a stay at the Downtown Hotel. The fundraising campaign will run for 40 days. The funds will be use to buy Klondike-sourced gold, which will be placed in Bonanza Creek near Dawson City, Yukon for a special event on Aug 2. Visitors to the event will be invited to pan the river for gold.
The campaign also includes media relations, influencer activities and social media content. Public relations are being conducted by The Colony Project, while media work is being handled by Jungle Media. DawsonCity.ca is operated by the Klondike Visitors Association.
“With Gold Rush 2, we wanted to celebrate the rich history of the Klondike Gold Rush and create a fun and modern way for people to experience what it was like back then,” said Paul Robitaille, marketing and events manager at DawsonCity.ca. “We're looking to excite a new generation of gold-seekers to adventure to Dawson City, where they can experience the rich living-history of our beautiful Territory and, hopefully, find some gold while taking it all in.”