To inspire Canadians from the inland city of Calgary, Alberta to visit the island city of Victoria, BC, we reminded them about what we have that they don’t… the ocean. We created humourous stories around three ocean creatures that are on the lam from Victoria, BC: Orland the orca, Sol the harbour seal and Simon the salmon. Stories lived online at www.tourismvictoria.com/calgary and were pushed out through press releases and social media channels. Then we plastered Calgary with wanted posters, took out full page ads in the newspapers and put the call out on radio stations to spread our message; Tourism Victoria is looking for these creatures and we will reward consumers who find them with a chance to win a West Coast adventure trip for four to Victoria, BC. Our three creatures have been brought to life in the form of massive, impossible-to-miss 5 foot by 5 foot sidewalk sculptures and placed them around Calgary for consumers to find. Calgarians who spot one are encouraged to help spread the word by posting a picture on Tourism Victoria’s Facebook page (www.facebook.com/tourismvictoriafan) and we also set up a Twitter hash tag (#VicSeaPals) to help track their whereabouts until they are home safe. The campaign has just begun, but already we have over a thousand entries into the contest and the buzz on the street is its own reward!
Advertising Agencies: NewAd, Eclipse Creative and F&D Scene Changes, Australia
Director of Destination Marketing: Trina Mousseau
Marketing Assistant: Alicia Fells
Marketing Intern: Bradley Cottrell
The Outdoor Advert titled Orland the orca, Sol the harbour seal and Simon the salmon was done by NewAd, Eclipse Creative and F&D Scene Changes advertising agency for product: Tourism Victoria (brand: Tourism Victoria) in Australia. It was released in the Jul 2011.