Success Story
The Challenge
The opportunity. A North Okanagan destination branding and marketing partnership with Destination BC saw Vernon, Silver Star, and Okanagan Indian Band establish a North Okanagan destination brand to help them better compete, build the regional corridor, and drive incremental sales during need periods.
Our Answer
Competing as a North Okanagan destination within OKIB traditional territory packaged together a much broader and appealing range of experiences. Using a wide range of data and insights, the strategy broke new ground with a new target audience. A compelling creative position and look was designed, while emotionally engaging storytelling carried through with sponsored editorial stories from an award-winning travel writer. The campaign also set a new bar for responsible travel and place-branding. Local content creators the Syilx Sisters were hired and took charge of the entire social media strategy. In just a short while the late winter effort set some impressive results posted live on the campaign’s digital dashboard. Results include 15K Website visitors, 3x industry average social media engagement, video views 3.5x the average, ad clicks +9.4% over target, and delivering an overall 19.6M ad impressions.
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