Locals Looking Good and Reaching Out

Tourism Victoria and Royal Roads University have been recognized this month for their creativity in reaching out to their audiences through multifaceted creative campaigns designed with their agency partners. Please read on for details about the campaigns …

Escape Your Everyday

At this week’s Canadian Tourism Awards in Gatineau, Quebec, Tourism Victoria was named winner of The WestJet Social Media Initiative of the Year Award for the “Escape Your Everyday” campaign. This most recent award rounds out a campaign award roster that boasts provincial, national, and international recognition. In collaboration with Eclipse Creative, Tourism Victoria created a campaign that was based in research and interactive elements. Campaign elements ranged from 15-second TV commercials, billboards, elevators, branded handcuffs, street teams, bus passes, public relations, online ads, and more.

“Escape Your Everyday” launched in Vancouver and Seattle from May 7 to July 2, 2012 and culminated with five consumers each winning a personalized escape to Victoria.

“We are honoured and humbled to be recognized at the national level,” says Trina Mousseau, director of Destination Marketing at Tourism Victoria. “It is the collaborative camaraderie we enjoy with our agency partners, our members and our sales and marketing committee that makes these awards possible.”




Traits We Admire

Royal Roads University and their agency, Cossette Vancouver, recently won the Advertiser of the Year award for their innovative “Traits We Admire” campaign. Presented in Vancouver, the Lotus Awards celebrate the best in the B.C. advertising industry. The Advertiser of the Year award recognizes excellence in an integrated campaign and outstanding collaboration between an agency and client.

“We are thrilled that the advertising industry recognized the value of the Traits We Admire campaign,” said Catherine Riggins, director, branding, marketing, and recruitment at RRU says this new campaign reflects RRU’s thinking and philosophy. “This initiative cleverly demonstrated the traits that we both admire in our students and nurture as a university. Each of these advertisements is a small taste of the student educational experience.”

The promotion, created by Cossette Vancouver, was the first since Royal Roads unveiled its refreshed brand in June. The campaign included print, digital and out of home media – including a stunt at Vancouver’s Burrard Station encouraging commuters to take one of 5,000 branded pens from a purpose-built wall.

Interactive transit shelter ads use a peephole mechanic to demonstrate curiosity, a do-not-push button to demonstrate willfulness, and spinning panels to demonstrate creativity. Interactive print ads urged readers to answer questions by folding the paper.

Royal Roads University was established by the Province of British Columbia in 1995 specifically to deliver quality applied and professional programs to advance professionals in the workplace. The university blends online and on-campus learning with current, real-world relevance for doctorate, graduate and undergraduate degrees, certificates, diplomas, executive and custom education.





For more images from the “Traits We Admire” campaign, visit the Royal Roads University website.