CHALLENGE

To capture the attention of those people who are looking for a getaway to and within BC; To build their awareness of Richmond as a destination worth considering; To stimulate a response to inquire and book a getaway or meeting in Richmond in 2009.

STRATEGY

To develop a communications plan that would clearly identify the target markets that had the greatest market potential and then develop key messages to reach these markets and enhance their perception of Richmond by:

• Building brand awareness through targeted messaging
• Offering unique and fresh product/perspective

CREATIVE AND EXECUTION

With the creation of the “It’s All Here” campaign, Fjord moved Tourism Richmond towards using simple and focused messaging to appropriately targeted audiences in the appropriate places. It’s about communicating the must-see, must-taste, and must-do things that you have to experience in Richmond, BC, through iconic imagery and headlines.

It is the first campaign Tourism Richmond has done that incorporates online elements – online banner ads, advertorials and dedicated eDMs.

We also designed and developed a microsite that serves as the entry point for discovering more things to see, taste and get in Richmond, BC. The site features itinerary suggestions, recommended picks and weekend getaway package deals.

RESULTS

The campaign is still in market, and to date has been extremely successful in building awareness. As this was Tourism Richmond’s first year of running an integrated marketing campaign, the 2009 year will be used as a baseline of success for future years.

• Response rate for online advertising has been 2.5 times higher than the travel category average
• 2.9% click-through rate from microsite to member sites

 

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