Challenge

To help Tourism BC get well-educated, 40-55+ tourists to move BC up their vacation consideration list, stimulate a response to inquire about BC, and book a vacation. 

Strategy

We needed consumers to feel that BC is a vacation destination they can’t miss out on. We sought to encourage a sense of urgency to inquire/book a trip to BC – to move people from a passive mindset to one where they are looking to be actively involved and engaged with BC’s natural environment and people.

Creative and Execution

The Only Thing Missing Is You campaign was created with our Cossette convergent partners, and tactics for online, TV, and direct marketing were developed. All advertising tactics drove to landing pages where potential vacationers could receive the BC Escapes Guide – a glossy print and electronic publication that showed the wide range of experiences available in BC.

Campaign creative was driven by a puzzle people put together to reveal a beautiful British Columbia scenic. In the online execution, an expandable, interactive banner asked users to “Rollover to complete the picture.” At the end of the experience, the puzzle was missing one piece where the person in the scene should be, and the message, “The only thing missing is you” appears along with a call to action to receive the guide or get more information.

Results

 

• Online impressions of the expandable puzzle banner, static versions of the same banner, and an interactive video banner that incorporated the campaigns direct response TV commercial reached almost 28 million users.
• All of the ads exceeded their targeted click-through-rates
• Interaction rates ranged from 18.6% to as high as 31.8% for the expandable ads.

 

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