Tourism Victoria has begun a new campaign called "Escape Your Everyday." The initiative, developed by Eclipse Creative of Victoria, is aimed primarily at residents of Vancouver and Seattle. The creative focuses on the various activities available in the city. The campaign includes branded handcuffs hung from trees in along city streets, promotional workers dressed in prison uniforms, billboards with bed-sheet ropes hanging from them, social media activities, elevator wraps and a television commercial. The initiative also includes an online contest at <http://www.winyourescape.com>, where consumers can enter a draw from one of five vacation packages. "We have strategically chosen campaign tactics that will get our target market talking," said Trina Mousseau, director of destination marketing at Tourism Victoria. "We hope to amplify the reach of this campaign and drive buzz for Victoria as a vacation destination through word of mouth and sharing through social media."