Tourism Vancouver Island- Find Your Element Campaign

The objective was to position Vancouver Island as a desirable overnight leisure stay destination, and to differentiate Vancouver Island from the rest of BC while still aligning with the Destination BC brand. The goal was to gather e-mail signs ups, promote content engagement and encourage social sharing.

The identified target market of 45+ Cultural Explorers and Authentic Experiencers, are travellers not vacationers. They are looking for rewarding experiences that engage them, challenge them and leave them feeling restored, inspired and rejuvenated. In other words, they are looking for the perfect travel "formula" to get them back in their element. It is from this insight that the ‘Find Your Element’ campaign was developed around.