Although Dominion Diamond is relatively new to the North, it now manages an established project: the Ekati Diamond Mine. The company wanted to raise awareness of its growing reputation as a quality northern employer by profiling real Dominion employees.
Tait developed an ad campaign that profiled five employees with a range of backgrounds, serving in a variety of roles at Dominion. The ads showed how Dominion employees excel at their jobs while enjoying a high-quality work-life balance.
Tait developed a plan to run the ads in a wide selection of media, and has been placing them at opportune times.
Using the look and feel of these ads, Tait also developed a small newspaper campaign to advertise Dominion’s scholarship program for northern students.