Summer Adventures Card Game

Winter is all about being responsible and prepared and CAA’s brand resonates with Members that enjoy peace of mind when travelling in Canadian winters. CAA’s summer campaign, Summer Adventures, is aimed to expose Members and prospects to the adventurous side of membership. Summer Adventures is an annually occurring Integrated Marketing campaign highlighting the entire ecosystem of CAA Membership and is geared toward adventurous families. Underpinned by sentiments of safety and preparedness, Summer Adventures is designed to open Members’ eyes to what CAA has to offer beyond roadside assistance, as they make the most of those short Canadian summers.

In order to build recognition in the Summer Adventures campaign, the Creative Services team sought out to explore opportunities to help Members enjoy fun and memorable experiences. We wanted to develop a giveaway that would help Members embody the ethos of Summer Adventures and go out explore all that Canadian summer has to discover. From road trips, to staycations, we wanted Members to know that CAA is always there for the journey.

This lead to the development of the Summer Adventures Card Game, a portable travel game in the form of a deck of cards aimed to help adventurous families build memories together. Whether on the road, travelling abroad, staying in-town or at home, the card game has three games to keep the fun going:
Choose Your Adventure: 50 fun memory-making activities, each with a twist, turning every outing into a fun adventure
Match Game: A traditional picture matching game, testing your memory while building memories
Boredom Busters: fun questions to ask each other – a great game to play on road trips.

The Summer Adventures Card Game was given away at the Honda Indy in June of 2023. All game sets were given away within a few hours. The game was met with praise by Members and attendees of the event. Families began using the card game during the event and shared their enjoyment on social media.