International Marketing Nods for Local Ad Agency and Clients
Sep 17, 2012
(News Release) VICTORIA — Eclipse Creative proves size truly doesn’t matter when it comes to great ideas. The Victoria-based boutique advertising agency competed in the 2012 Summit International Awards for Marketing Effectiveness, beating out larger agencies from around the globe to take home not one, but two prestigious awards for their clients, Tourism Victoria and Silk Road Tea.
The Summit International Awards (SIA) allows participants to demonstrate their ability to influence consumer’s knowledge, attitudes and beliefs. The Marketing Effectiveness Award gives the opportunity to highlight effectiveness based on sheer results paired with exceptional creativity. During the 2012 event, judges analyzed thousands of submissions around the globe to select category winners.
Tourism Victoria’s Escape Your Everyday campaign won “Best of Category” in Leisure & Entertainment. The campaign’s objective was to use a great escape theme to put Victoria top-of-mind for audiences in Seattle and Vancouver planning to visit or “escape their everyday” routine. The results greatly exceeded forecasted campaign goals with over 10,000 contest entries, 4,500 Facebook Likes (making Tourism Victoria the most popular Facebook page on Vancouver Island), nearly a thousand tweets and approximately 45+ million campaign impressions. Each tactic led audiences to an interactive online “escape planner” app. The online app generated over 1,300 clicks on a “Book Now” feature allowing visitors to immediately book their visit to Victoria. Hundreds of fans shared their personal stories and experiences about their love for the city. Eclipse Creative’s submission showcased a multi-faceted, integrated marketing campaign that used everything from guerilla handcuffs to real bed sheets fastened to billboards acting as escape ropes.
Rob Gialloreto, President & CEO of Tourism Victoria says: “Innovative marketing that drives proven results are what Tourism Victoria strives for in each of its campaigns. We are honoured to work on behalf of and with our partners and stakeholders. This award is special in that it recognizes not just the creative elements of the campaign, but the results as well. We would like to congratulate Eclipse Creative Inc. for their tremendous work.”
Silk Road Tea’s 2011 Christmas campaign, titled Gift Simplicitea was awarded “Platinum” in the Lower Budget category. Eclipse developed a campaign that utilized a custom Facebook app as well as an in-store interactive booth to generate personalized gift suggestions and provided participants with a downloadable free gift coupon with purchase and a chance to win free tea for a year. The campaign promoted holiday gift packages with something for everyone and drove foot traffic in-store. The campaign was extremely successful and resulted in almost 11,000 unique visitors to the Silk Road Tea Gift Simplicitea App, nearly a thousand new subscribers to their e-newsletter and approximately 15 million campaign impressions. Silk Road also received an influx of unsolicited recommendations from fans on their Facebook page during the campaign.
“Over the past 20 years, we have watched our retail and spa clients engage with us more and more online. However, we know to grow and retain this engagement we need to constantly delight and surprise them – both in-store and online. Working with Eclipse, our Gift Simplicitea campaign far exceeded our expectations and helped create incredibly dynamic content that was shared and resulted in building market share” says Daniela Cubelic, owner of Silk Road.