The objective was to position Vancouver Island as a desirable overnight leisure stay destination, and to differentiate Vancouver Island from the rest of BC while still aligning with the Destination BC brand. Our goal was to gather e-mail signs up, promote content engagement and encourage social sharing.
Our identified target market of 45+ Cultural Explorers and Authentic Experiencers, are travelers not vacationers. They are looking for rewarding experiences that engage them, challenge them and leave them feeling restored, inspired and rejuvenated. In other words, they are looking for the perfect travel formula to get them back in their element. It is from this insight that the ‘Find Your Element’ campaign was developed around.
TACTICS
Microsite, Facebook ads, Google display ads, remarketing, search ads, listings sales flat sheetContest Entries: 10,229
Unique Sessions on Site: 109,983
Pageviews: 172,837
Online & Social Media
Impressions: 5,036,505
Clicks: 51,105
Sessions: 40,787
Cost per session: $0.45
International Summit Awards
Marketing Effectiveness Award, Website Redesign (Before/After) & Innovator Award|Contest Entries: 10,229
Unique Sessions on Site: 109,983
Pageviews: 172,837
Online & Social Media
Impressions: 5,036,505
Clicks: 51,105
Sessions: 40,787
Cost per session: $0.45
International Summit Awards
Marketing Effectiveness Award, Website Redesign (Before/After) & Innovator Award