Destination Vancouver conducts California campaign
By Rob Bale
Tourism organization Destination Vancouver has begun a campaign called “Weekend Fling,” aimed at consumers in California. The campaign, developed by Will, promotes the city as a location for brief trips. It includes a series of online videos describing Vancouver attractions in what is intended to be a flirtatious manner. Additional elements include billboards in Los Angeles and San Francisco, as well as an online dating profile for the city. The campaign will run for 18 weeks.
“We wanted to use playful humour to position Vancouver as a city worth falling for, even if just for the weekend,” said Lisa Lebedovich, executive creative director at Will. “By using the language of dating, we could showcase everything Vancouver has to offer in a fresh, inviting way, encouraging Californians to get to know us a little better.”