Branded handcuffs, part of the guerrilla tactics
Custom Facebook contest app: selection criteria for a Victoria 'Escape'
Victoria 'Escape' tailored to entrants' responses
Prisoner street team with passersby
Escape Your Everyday Campaign
Make Victoria, BC top-of-mind for travel planning for residents of Seattle and Vancouver during the spring/summer of 2012.
Encourage consumers to break out of their everyday routine with an escape to Victoria using a “Great Escape” theme. Create interest and intrigue through a unique teaser campaign.
- Street Teams
- Ambient & Social
- Branded handcuffs
- Bus passes
- 10,493 contest entries (63% opting into their email database)
- 4,577 new Facebook likes (making Tourism Victoria the most popular Facebook page on Vancouver Island)
- Nearly 1,000 tweets about the campaign
- 1,328 clicks on the “Book Now” app feature
- 50% open rate on email solicitation
- Approximately 45 million total campaign impressions
Awards & Recognition:
- Canadian Tourism Awards – WestJet Social Media Initiative of The Year
- Summit International Awards – Marketing Effectiveness
- BC Tourism Awards – Best Tourism Marketing Campaign
- Shortlisted: Facebook Studio Awards