Our primary objective was to drive awareness and convert weekend partygoers into active purchasers. We launched the campaign with a series of high-impact OOH posters highlighting the pass’s core benefits. Addressing everything from tired feet to saving student dollars, the posters were displayed as diptychs — featuring vibrant artwork and hand-drawn illustrations that delivered our message with a fun, playful edge. These posters were strategically placed in high-traffic areas near Courtenay Place to capture attention and encourage patrons to book online ahead of the Saturday rush. To catch people at the point of entry, we also produced vinyl-protected posters for each bar to display directly at the front of their queues.