Destination Vancouver begins Australian campaign
By Rob Bale
Tourism organization Destination Vancouver has begun an advertising campaign in Sydney, Australia called “Make Friends With Vancouver,” promoting the city as a travel location. The campaign, developed by Will, encourages residents of Sydney to make Vancouver an official “Friendship City.” It consists of videos, digital advertising and out-of-home executions. The creative uses emoji-styled icons intended to depict Vancouver as “Sydney’s cool Canadian friend.” The ads direct consumers to a campaign website at <http://www.makefriendswithvancouver.ca>. The campaign will run until July 8.
“Sydney and Vancouver share a lot of the same DNA,” said Lisa Lebedovich, executive creative director at Will. “When we learned about the Friendship City program, it felt like the perfect opportunity to leverage an existing initiative to build Vancouver’s reputation as a worthwhile destination for Australians seeking a refreshing escape.”