Capilano Suspension Bridge Park’s Canyon Lights
Making a world-famous winter festival even bigger
Glittering lights, towering heights and festive nights, Capilano Suspension Bridge Park’s Canyon Lights returned for its 12th annual world-famous winter festival November 23, 2017 to January 28, 2018 in North Vancouver, British Columbia.
Over a two-month period, the 27-acre park, located next to the rushing Capilano River in a forest of towering centuries old Douglas-firs, was transformed into a glistening winter festival. With over one million lights, a team of visual artists individually dressed the surrounding foliage, the famous Suspension Bridge, the rock-hugging Cliffwalk attraction, as well as Treetops Adventure, which, connected by eight Douglas-fir trees, is one of the most unique and awe-inspiring sights in the world.
Park guests experienced a serene and mesmerizing adventure as they wandered through this West Coast rainforest, surrounded by the glowing foliage and park attractions. The Canyon Lights winter festival was hailed as one of the nine most spectacular Christmas light displays in the world by CNN in December 2017. Revered by journalists, influencers and park guests from around the world, this media relations program, executed by Hill+Knowlton Strategies’ Vancouver team (H+K), generated outstanding Canadian and global media coverage, expanding awareness of Canyon Lights and solidifying its position as one of the world’s top winter lights festivals.
Communications tactics included a short and long lead media relations campaign, a contest / co-promotion with local news outlets and influencers, a social media program and an exclusive Light Up The Night event.
The H+K Vancouver team successfully secured earned traditional media coverage in 42 print, online and broadcast outlets, notably including CNN, WestJet Magazine, CBC News, CTV Vancouver, City, Ming Pao, The Globe and Mail, Daily Hive and Vancouver Sun.