Tourism Kelowna breaks new campaign
By Adnews Staff
Tourism Kelowna has begun a new advertising campaign promoting the British Columbia city as a travel destination. The campaign, developed by Wasserman & Partners Advertising of Vancouver, consists of three television commercials as well as print ads. This is the first time Tourism Kelowna has used TV advertising. The five-second ads promote Kelowna’s vineyards and golf courses with the copy ‘Wild Game,’ ‘Vine Dining,’ and ‘Healing Grape.’ Each ad ends with the TourismKelowna.com website address. The commercials are airing on CTV and Global. The aim of the campaign is to increase traffic to the site, where potential visitors can find more information about the city. The print creative depicts the scenery of Kelowna as viewed through a wine bottle. One execution uses the copy, “Kelowna - a remarkable blend of sun-kissed greens in a temperate valley. The unique lakeside climate makes for a robust variety. Goes well with fine dining, wineries, galleries, and escapes for two.” The print component will run for the next year in lifestyle publications and major daily newspapers. “We needed an innovative campaign that would stand out and capture Kelowna’s distinct blend of nature and urban lifestyle,” says Tourism Kelowna general manager Nancy Cameron. “Wasserman’s concept works perfectly in depicting Kelowna’s total destination experience. By using the wine bottle as a backdrop, the creative inspires consumers to visit Kelowna and indulge in the area’s diverse amenities.”