Diefenbunker

A one-of-a-kind museum and national historic site, the Diefenbunker: Canada’s Cold War Museum brings history to life, delivering unforgettable experiences that increase understanding of the past and encourage present and future generations to strive for a more peaceful future.

To help engage the audiences of today in this critical period in world history, the Diefenbunker selected Syntax via a competitive process to lead an integrated marketing campaign that would be as distinctive as the museum itself.

The Syntax team began by exploring creative concepts reflecting the Diefenbunker’s unique history, immersive exhibits, and sense of discovery. We developed two campaign directions centred on curiosity and exploration, ultimately building the creative strategy around the theme What’s Beneath the Surface to invite audiences to look deeper, beyond what they think they know, echoing the hidden history preserved within the museum itself.

Syntax designed all creative assets, including animations, targeted ads, Google Ads, and social media content, and paired these with a detailed implementation strategy and plan. To extend reach and engagement, we coordinated a social media influencer strategy to build excitement and community interest and helped the Diefenbunker team earn media exposure by leveraging milestone events such as the museum’s one-millionth visitor.

Syntax’s combination of strategic insight and bold creative execution helped elevate awareness of the Diefenbunker, connecting the museum with audiences across Canada and increasing the number of visitors walking through its doors.