Tourism Victoria Launches New Campaign
May 01, 2012
(News Release) VICTORIA — Tourism Victoria has launched a multifaceted summer campaign aimed at encouraging consumers in Seattle and Vancouver to break out of the everyday routine with an escape to Victoria.
The campaign, Escape Your Everyday, launches in Vancouver and Seattle on May 7 and runs to July 2 with all elements leading to an Escape Planner application at WinYourEscape.com where consumers can win one of five perfect escapes to Victoria.
The campaign is rooted in research, based on the insights gathered from the Destination Brand Study Tourism Victoria commissioned in July 2011. In the study, consumers identified that Victoria’s greatest competitive advantage is that we are a relaxing getaway.
“As a destination we know that we are a desirable nearby escape that feels a world away,” says Trina Mousseau, director of destination marketing for Tourism Victoria. “Escape Your Everyday is the perfect platform for us to inspire consumers in the big cities of Seattle and Vancouver to make their escape to Victoria this summer.”
Campaign elements include 15-second TV commercials, billboards, elevators, street teams, bus passes, PR, online ads, and more.
The hashtag #WinYourEscape is included on many elements, and to encourage sharing of the contest on Twitter, Tourism Victoria is giving away a cash prize of $100 a week to a consumer who uses the hashtag.
“We have strategically chosen campaign tactics that will get our target market talking,” says Mousseau. “We hope to amplify the reach of this campaign and drive buzz for Victoria as a vacation destination through word of mouth and sharing through social media.”