Get To Gander

This choose your own adventure-style email sequence was designed to bring Come From Away back to the forefront of the Toronto-theatre scene by reflecting and reinforcing the show’s themes. Participants were invited to begin a virtual 5-day journey to Gander. Equipped with a $500 budget, various options were presented each day to each ‘traveler.’ Those who arrived within the allotted 5-days and under budget were awarded the money they were left with to use towards tickets to Come From Away. So if you arrived with $25 left to spare, you’d get $25 off your tickets.

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• There were 27 different paths users could take with outcomes ranging from $10 off to $50 off

• Engagement was extremely high with opens at 91.86% and a click-through-rate of 95.91% click-to-open rate and 82% completion rate

• Bonus: Tourism Newfoundland & Labrador purchased placements within all communications

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