Tourism Vancouver launches local marketing campaign, #VancouverComeBack
May 28, 2020
Next week, Tourism Vancouver will launch a local marketing campaign designed to inspire residents of metro-Vancouver to begin visiting our hotels, attractions, dining establishments, and other businesses, safely, and in line with the stages of the BC Restart Plan.
Tourism Vancouver’s marketing during the Response phase has been focused on inspiring future travel, generating and amplifying the positive and inspiring stories of our members, industry, and community during COVID, and gathering data on local sentiment and supply. As we are now slowly and safely transitioning into our Recovery phase, the time is right to continue building on our support for members by inspiring immediate demand for coming back to Vancouver experiences.
This will be done first by targeting the metro audience and then by inspiring staycations in the short drive and "backyard" markets of Vancouver Coast & Mountains. As BC residents and Canadians look to our own cities and landscapes to plan for summer travel, we can inspire immediate weekend trips locally with our campaign in its first phase. By inspiring those who have been staying at home, to take their first careful steps into their own community under the new health and safety guidelines, the campaign will help to foster a growing level of comfort with the new order of things, by both residents (including businesses and workers) and their local visitors and patrons as they slowly come back to all the city has to offer now, this summer and into 2021.
Our campaign #VancouverComeBack will celebrate our local strength and our collective spirit as we’ve navigated the situation to a flattened curve. At the same time, the campaign theme also serves as a call-to-action to locals to come back to those experiences that make our city special and to support our hospitality businesses in that process. Many of those businesses are now open or soon-to-be and have protocols in line with sector requirements and the recommendations of our healthcare officials.
As locals respond to the campaign, they will be referred to those businesses that are 1) open/ re-opened; 2) have made necessary modifications; and 3) have updated their websites to reflect their status and current product. All members are encouraged to continue towards the goal of achieving each of these things.
The campaign will include a video, programmatic display, search, social, advertorial, and earned media. A social media contest will also inspire engagement and help amplify which businesses are open.
The digital campaign will run until at least the end of July, so members who are still in-progress with their re-opening efforts need not worry. We will continue to monitor and promote all open businesses and will add others as they come online with their reopening. As the campaign will promote open businesses, we ask that you update your member web listings and business websites accordingly. Log into the Member Extranet and update the amenity information (Open, Open with Reduced Capacity, Closed, Partially Closed, Offering Online Resources, Take Out/Delivery options) so it will appear on their listing on tourismvancouver.com.INSTRUCTIONS – MEMBER AMENITY FEATURE
Together, we are all part of the #VancouverComeBack story.