The "Blue Monday" campaign was created an effort to entice people to book a vacation in order to beat the winter blues during late January. Often said to be the most depressing time of year.
The campaign was supported with national advertising on radio, print newspaper ads in the Toronto star (and other publications across Canada), and a mobile beach truck in Toronto and Montreal.
The mobile beach truck was set up with sand, a hammock and beach accessories and drove through downtown Toronto. In both cities, passersby have the chance to grab travel vouchers, which Sunwing is providing as part of an incentive to book a vacation.