A new-to-market brand needed a reason to stand out, not just announce.
Flying Tiger Copenhagen was entering Canada relatively unknown, during a Toronto summer already crowded with the World Cup, the Blue Jays, and Pride. A traditional store-opening campaign wasn't going to cut through. The brand needed Canadians to understand its Danish design, affordable products, and discovery-first retail experience before they ever walked through the door.
Make the opening something Toronto had to experience, not just hear about.
Instead of relying on a launch announcement, we built a city-wide Treasure Hunt that gave Torontonians a reason to seek the brand out for themselves, matching Flying Tiger Copenhagen's maze-like, discovery-driven stores with a real-world hunt across the city.
Influencer Marketing
Public Relations
Social Media Marketing
Experiential Marketing
One treasure hunt. One city. Impossible to ignore.
We built a city-wide Treasure Hunt for Flying Tiger Copenhagen's Canadian debut, combining creator partnerships, earned PR, product seeding, and social storytelling to turn a single store opening into a city-wide discovery experience.
Released Treasure Hunt clues on social media, sending Torontonians to track down the Flying Tiger mascot across the city
Partnered with Canadian creators to introduce the brand authentically to their communities
Seeded product and ran a dual media strategy pairing Tier 1 business coverage with lifestyle press
Hosted an exclusive VIP preview event ahead of the public Grand Opening at CF Toronto Eaton Centre
The Treasure Hunt
Clues went out on social media, sending Torontonians across the city to track down the Flying Tiger mascot, with curated gift bags of signature stationery, home goods, and novelty items for whoever found it first.
Results:
Creator Partnerships
We worked with Canadian creators who could introduce the brand authentically to their communities, pairing paid partnerships with organic advocacy to extend the conversation well beyond our contracted deliverables.
Results:
PR & Grand Opening
An exclusive VIP preview for media, influencers, and partners kicked off the two-day launch, opening to the public the next day with a ribbon cutting, interactive experiences, and complimentary treats.
The grand opening generated 2.4M impressions and 23,100 engagements in just 48 hours, with creator collaborations driving 84% of total engagement.
4.24M+
influencer impressions
90.5M+
PR impressions
236
total creator assets
143
media placements
2.4M
impressions in 48 hours around the opening
100%
positive media sentiment
01
Discovery sells itself
The brand's constantly changing assortment and discovery-first retail experience gave Torontonians a natural reason to be curious, and the Treasure Hunt extended that discovery beyond the store.
02
Local creators built trust fast
Canadian creators gave a new-to-market brand a local entry point, introducing Flying Tiger Copenhagen through voices with established, trusted communities.
03
An experience worth sharing
The mascot, photo moments, and opening-day celebrations gave creators and consumers multiple reasons to capture and share content naturally.
04
Paid and earned worked together
Paid partnerships carried key launch messaging to target audiences while organic creator and consumer content extended the conversation well beyond what we contracted for.
