Tourism Victoria is targeting younger, higher-spending American visitors in a humourous new digital advertising blitz that comes with its own special language.
The not-for-profit marketing agency’s campaign, called “Victoria, Beyond Words,” is aimed at brainy young West Coast women in their late 30s – as far south as San Francisco – looking for a mix of food, nature and some alternative culture in their next vacation.
There’s a special emphasis on the California market, from which Tourism Victoria says it saw a nearly a 20% increase in visitors last year.
“It’s a smart business decision to build brand equity into this important source market,” says Tourism Victoria CEO Paul Nursey.
Nursey said Tourism Victoria targeted Seattle four years ago, which has since become one of its top markets.
While some might assume the lower Canadian dollar is driving tourism to Canada and Victoria, Tourism Victoria chief marketing officer Trina Mousseau says its research shows most Americans aren’t even aware of the currency advantage until they arrive. “Then it’s a pleasant surprise,” she says.
Mousseau says the agency’s research also shows Americans spend more money while vacationing in Victoria compared to Canadian tourists.
Tourism Victoria shifted its target consumer to women in their late 30s, as compared to previous campaigns that were geared to women in their mid-40s. It’s also starting to cater more to the growing millennial travel market.
“We’re going for that younger woman that is the decision maker in the household, highly educated, affluent, with a lot of disposable income,” says Mousseau. “In Victoria, we are really seeing a resurgence of younger people coming to our destinations.”
Mousseau says the campaign theme was developed based on the belief that the experience in the B.C. capital city is hard to put into words, hence “Victoria, Beyond Words.”
New words were also created for the campaign. For example, guests will experience what Tourism Victoria calls Splasherific Gawkerism if they go whale watching; Extreme Hogfestation for the different food and drink options; Conniferous Immersification for outdoor adventures at nearby parks and recreation spots and Megatronic Playfullism, which capitalizes on Victoria’s unique comic book, gaming and collectibles sub culture.
Victoria has a vibrant fan culture visitors can tap into, says Mousseau. “This adds another dimension to our brand that will attract visitors from our major U.S. source markets of San Francisco, Portland and Seattle,” she says.
Victoria, Beyond Words includes video and display advertising, search, Facebook and Twitter advertising as well as social media including Instagram, Vine and Pinterest.
While previous campaigns had digital advertising in the California market, Beyond Words will focus on the market with targeted media and trade activities, Mousseau says.
Tourism Victoria came up with the campaign alongside Victoria-based agency Eclipse Creative and media buyer, War Room.
