To drive an emotional connection to our destination and position Victoria as a desirable destination, adding depth and dimension to the brand. Targeting Vancouver, Calgary, Portland, Seattle, and San Francisco markets during the spring months to drive visits to Victoria.
To build on the relaxed atmosphere that Victoria offers and communicate how much fun you can have here. Building on the four main lifestyle attributes of our target audience: Adventurous, Outdoorsy, Foodie, and a Shopper; we decided to create our own “local speak” for common phrases.
From April 1st – May 31st the campaign drove 42,751,739 impressions, 158,143 ad clicks, 62,144 landing page visits, and 17,213 button clicks which was well above the set goals. 68,216 of the visitors to the Landing Page were new visitors.