Tourism Victoria – Beyond Words Campaign

The goal of this fun and whimsical campaign was to drive an emotional connection to the destination and position Victoria, BC as a desirable destination, adding depth and dimension to the brand. Targeting Vancouver, Calgary, Portland, Seattle, and San Francisco markets during the spring months to drive visits to Victoria. The goal was to build on the relaxed atmosphere that Victoria offers and communicate how much fun you can have here. The "idea" was that the experience you would have in Victoria would be, "Beyond Words", so messaging was developed to create fun, catchy, “local speak” for common phrases.