When is someone in their element? Is it when he/she is experiencing local culture? Paddling in the ocean? Perhaps sipping local wine? The idea behind this concept, developed by Eclipse Creative in Victoria, is to draw strong parallels to nature and to highlight the immense number of travel opportunities in the Vancouver Island region. The Find Your Element website officially launched on April 18 and encourages visitors to find their formula by selecting specific elements of travel.
Much like variables in an equation, the travel ‘elements’ are grouped into activities including Culture, Fishing, Marine Activities, Gardens, Sip & Savour, Golfing, Spas, First Nations, Land Activities, and Wildlife. Visitors to the site are encouraged to select up to three choices of ‘elements’, to add to their unique formula which then produces a list of opportunities within those categories.
“We’re very excited about this new campaign because it’s a bold step for our organization and we’re thrilled to be working with Eclipse,” said Dave Petryk, President & CEO of Tourism Vancouver Island. “Tourism Vancouver Island is investing heavily in both television and digital media and aiming our focus squarely on the BC and Alberta resident.”
The Find Your Element concept will span all of Tourism Vancouver Island’s marketing tactics for this year, including their print publication, which will be released later this year. This is the first time the organization has worked with a creative agency to develop a multi-functional campaign concept that presents a singular message to consumers across all platforms.
The Find Your Element campaign includes both TV and digital marketing. Two separate clips were developed in both 15 and 30 second versions and are airing on Global TV in BC and Alberta in two eight-week flights from April 18 to June 12, and August 22 to October 16. Digital channels include Facebook display and Google display, search and remarketing in three different flights from May 1 to June 30, August 1 to November 30, and January 2, 2017 to March 31, 2017.
Vancouver Island continues to be recognized as a premier vacation destination. In 2015 and 2014, Travel + Leisure magazine readers voted Vancouver Island as Number 1 Island in the Continental US and Canada, and has been among the top three islands since 2001. In 2015, Conde Nast Traveler magazine readers voted Vancouver Island as #7 Island in the World. From 2000-2008, Vancouver Island was rated as the Best Island in North America by the readers of Condé Nast Traveler. From 2011 to 2013 Condé Nast Traveler Readers’ Choice awarded Vancouver Island as #1 Island in Canada, and continues to be ranked among the top three.