We are ramping up our spring advertising with 3 initiatives – here is a quick overview with links to the ads.
1. Spring leisure travel:
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- Runs Feb 14 – May 15 in BC, Alberta and Seattle markets
- Target audience: Adults 30+ with intent to travel in 2022, active outdoor enthusiasts, nature lovers, interest in arts & culture
- Channels: connected TV, broadcast video on demand, search/adwords, sponsored content, native ads, social media, digital display – see ads
- Strategy objectives:
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- Inspire travelers to consider a Spring trip to Tofino
- Provide important planning information
- Drive to booking
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2. Staff recruitment:
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- Runs Feb 14 – Mar 27 in BC, Alberta, Saskatchewan, Manitoba, Ontario and Quebec
- Target audience is college/university students and people currently working in ski resorts, 18-24 years old, outdoor enthusiasts.
- Channels: social media, digital display, adwords – See ads
- Strategy objectives:
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- Create interest in working in Tofino with actionable goal of applying early to start work in May
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3. Meetings & Retreats:
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- Runs Feb 21 – Dec 31 in Vancouver, Calgary, Toronto
- Target audience: meeting planners, C-Suite decision-makers
- Channels: Globe & Mail, LinkedIn, Cvent, Ignite, FaceBook, adwords – see ads
- Strategy objectives:
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- To acquire mid-week, non-peak meeting business
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