Entered by Destination Vancouver

Australia represented a high-value opportunity for Vancouver: it delivers the highest visitor spend per party per day of key markets, and Australian travellers are also willing to visit during winter, directly supporting Destination Vancouver’s goal of growing off-peak visitation from October to April. The challenge was that Vancouver was not always seen as the destination around which to build a trip. Too often, it was considered a pre- or post-trip stopover enroute to ski resorts and other experiences elsewhere in British Columbia. This made Australia an ideal market in which to debut Recouver in Vancouver, the new brand creative platform. The communications task was to reframe Vancouver as a destination worthy of a longer, more intentional stay by highlighting the restorative benefits, urban-nature experiences, culinary appeal, and sense of invigoration that Vancouver uniquely offers. Destination Vancouver’s objective was to create emotional connection, strengthen consideration, and generate demand for Vancouver itself, particularly in winter. With Australian travellers typically planning long-haul trips five to six months in advance, the campaign also needed to enter market early enough to influence destination choice and trip planning at the most relevant moment.