The collaboration, with Vancouver-based Wasserman, is delivering a tourism campaign for Destination British Columbia, the destination management organisation for Canada’s westernmost province, known globally for its dramatic coastline, mountain ranges, ski resorts and unique wildlife including grizzly bears.
The campaign delivered by Ardmore and Wasserman focuses on highlighting British Columbia as an adventure destination for UK holidaymakers who as a result of the pandemic have a strengthened desire to reconnect with nature and harness its powers of rejuvenation – whether in the mighty Canadian Rockies or the coastal Great Bear Rainforest.
Ardmore planned and designed a media campaign for Destination BC to build awareness through above the line channels such as linear TV and connected TV. These were supported with tactical media partnerships with Conde Nast and The Times, alongside digital premium takeovers – driving web traffic.
CHALLENGE
To grow visitors to Destination BC post pandemic Ardmore were briefed to create a media plan and that would deliver objectives for increased awareness of British Columbia as a holiday destination. This included planning partnerships to broaden reach amongst local UK audiences.
STRATEGY
Ardmore took a deep dive into insights around the travel and tourism industry. Post pandemic habits had been broken and travel appetites had changed. We used Target Group Index to map media habits of our target audiences and overlaid direct flight routes to hone in on the geographic areas we wanted to acquire new visitors within.
From here we shortlisted the media partnerships available in those geographies that would deliver the strongest reach. We were able to build a bespoke piece with Conde Nast travel utilising their print and digital coverage alongside profiling pieces across The Times. These longer content media channels allowed for a depth of information to be conveyed about the Destination.
With above the line channel planning we wanted to ensure KPIs across recall and awareness were hit. We took Destination BC to linear and connected TV for the first time. Detailed surveys were performed allowing recall to be tracked throughout the campaign. The end result – 113% uplift in a test region of London.
