Tourism Victoria is putting a high-tech spin on its old-fashioned English roots with a playful experiential campaign running in Calgary, Edmonton, Vancouver and Seattle.
To emphasize the tagline “Victoria Calling,” Tourism Victoria has set up a bank of four colourful telephone booths in high traffic shopping malls, but instead of finding a telephone, consumers who look inside find tablets.
“They are given a first-person-perspective video tour of four great experiences,” said Trina Mousseau, director of destination marketing for Tourism Victoria.
The videos are of typical Victoria experiences such as afternoon tea, a west coast hike, an ocean adventure and a night out on the town.
Mousseau and her marketing coordinator randomly phone the booths four times a day and give away anything from a two night stay at the Empress Hotel to $100 cash voucher to anyone who may venture in and answer the call. “The whole point is answer Victoria’s literal call and get rewarded and get your butt out here,” she said. The giveaways are meant to create “a real strong push to book now.”
The campaign also includes radio contesting, online ads and social media. Inventa engineered the telephone booths, Eclipse Creative designed the digital experience and created the radio promotions and Tree House Media placed the online advertising.
