Dawson City is Bringing Back the Gold Rush with New Crowdfunding Campaign by Cossette | Cossette

Dawson City is Bringing Back the Gold Rush with New Crowdfunding Campaign by Cossette


Dawson City is Bringing Back the Gold Rush with New Crowdfunding Campaign by Cossette

In 1896, the Klondike Gold Rush put Dawson City, Yukon on the map. Now, in 2019, Dawsoncity.ca is making modern-day history by creating a brand new gold rush with a crowdfunding campaign named Gold Rush 2. Created by Cossette, the campaign will leverage media relations, influencers and social posts to drive users from across the country to an Indiegogo crowdfunding page, where they will be encouraged to donate in exchange for tangible Yukon-related rewards including having your name go down in history at the Dawson City Museum or two nights at the famous Downtown Hotel.

The Indiegogo fundraiser launched May 29 and will be live for 40 days with a fundraising goal of $100,000. All funds raised will be used to buy genuine Klondike gold, which will be placed in Bonanza Creek near Dawson City for the Gold Rush 2 event on August 20. The date follows “Discovery Day”, which commemorates the anniversary of the discovery of gold in the Yukon.

The project was developed with consultation with the Tr’ondëk Hwëch’in First Nation. which helped to guide and shape the promotion to ensure that the First Nation story was represented. Dawsoncity.ca also consulted with a number of regulatory and government agencies including the Yukon Government’s Department of Energy Mines and Resources, the Department of Justice, and the Department of Tourism & Culture. A voluntary environmental impact assessment was also completed with the federal Department of Fisheries and Oceans.

“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,” says 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.” 

For those unable to attend the Gold Rush 2 event in August, Dawsoncity.ca has leveraged partner agency The Colony Project to run an influencer campaign raising awareness of the event and the Yukon as a year-round travel destination.

“The audacity of the idea and complexity of execution make this initiative noteworthy,” says Katie Ainsworth, Executive Creative Director at Cossette. “Leveraging modern technology to help recreate a historic event is a memorable way to introduce Dawson City to a whole new group of visitors.” 


Client:  DawsonCity.ca

Agency: Cossette

Name: Gold Rush 2

Creative: Katie Ainsworth, Pierre Chan, Grace Cho, Jake Hope, Michael Milardo, Jono Saye, Scott Schneider, Cameron Spires

Design: Grace Cho, Aimee Grimes, Shanene Lau, Lisa Nakamura

Accounts: Marjo Durand, Lindsey Maloney, Manuela Stoyanov, Lindy Scott, Robyn Smith

Production: Emily Clark, Sarah Davidson, Claire Khan

Technology: Charles Almoite

PR: The Colony Project - Kristi Iannuzzi, Nisha Nair, Lianne Pitts

Media Agency: Jungle Media - Georgia Pearson, Janet Xi

About DawsonCity.ca

DawsonCity.ca is operated by the Klondike Visitors Association (KVA), a not-for-profit tourism sector organization, based in Dawson City, Yukon, representing local and regional members and industry stakeholders. KVA’s mandate includes destination marketing, operation of attractions and presentation of special events that increase visitation and add to the quality of life in our community. KVA’s owned and operated attractions include:  Diamond Tooth Gerties Gambling Hall, Jack London Museum and the Free Claim # 6 on Bonanza Creek. A few examples of our many annual events are: Yukon Gold Panning Championships, Thaw Di Gras Spring Carnival and the Great Klondike International Outhouse Race.

About The Colony Project

The Colony Project is a full-service communications agency specializing in public relations, experiential activations, social media and digital and influencer engagement.

The Colony Project took home gold at the 2018 Strategy Awards Agency of the Year, following its Silver win in 2017. Founded by former sister-agency Citizen Relations Vice President Amanda Shuchat in Toronto in January 2016. Today, Colony has two offices - one in Toronto and another in Montreal - with affiliates in Vancouver, Calgary and Halifax to ensure coverage from coast-to-coast.

About Cossette

Cossette is a fully integrated brand experience agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016, 2017 and 2018. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit cossette.com. 


For more information:
Kali Pearson

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