Victoria Spring
BACKGROUND
Destination Greater Victoria isn’t like its other British Columbia neighbors. It’s not as extreme: it’s slower paced and it tends to only attract an older demographic – a fact that negatively impacted sentiment scores.
Role
Creative Director
TEAM
Steve Hanzic Mitch Morgan Adam Nagy Andrea Moreton
120+ unique triggers
120+ unique triggers
Challenging the mundane
Challenging the mundane
challenging obligations
challenging obligations
CONCEPT
We live in a world that seems to wait for no one, but Greater Victoria is a place with a different pace, and spring is its finest example. It arrives there first while its neighbors have to wait, and it stays with them longer, enticing all who visit to do the same.
In a crazy-busy world, a relaxed pace is a superpower. And we wielded it to entice visitors to take a moment, step away from the grind, and make the world wait for them for a change.
We created one of the most highly targeted and contextual campaigns you could imagine. Exclusively booking placements where we could predict a mundane everyday stress that our extended audience would be enduring at that exact moment.
From there we simply presented Greater Victoria’s unique pace as the irresistible antithesis of what they were experiencing
Our OOH placements showed up in various places — in gyms (challenging routines), in airports (confronting jet lag) and even in real time. Our messaging evolved to take on weather downpours, traffic jams or simply the doldrums of Monday.
Over 120 unique triggers
Over 120 unique triggers
Contextual everywhere
Contextual everywhere
We may have said it more than a hundred different ways, but we made one thing clear: In Greater Victoria, the world can wait.
Our ads were everywhere. We popped up at work — teasing the inbox, at night during the cooking, on the weekend during chores, and during rush hour we were there on the radio. You name it and we were there and relevant. We even programmed our landing page to react to where potential visitors were located and helped hotels encourage visitors to stay extra nights with their turndown services.
