Cannes Lions

#EXPLOREBC WATER TAXIS

JUNGLE MEDIA, Toronto / DESTINATION BRITISH COLUMBIA / 2015

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Overview

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Credits

Overview

Execution

We secured a first-ever agreement with the water taxis that take tourists on tours in Victoria Harbour and wrapped them with our #exploreBC creative. Wrapping the majority of the fleet gave us the opportunity to engage every passenger and the scale to stand out visually in the small harbor.

Building on the experience were our water taxi’s captains who served as ambassadors, donning #exploreBC t-shirts and buttons as their uniform. They encouraged visitors to take pictures and post to social channels using #exploreBC. The medium became our message!

We worked with the captains to use the Destination BC water taxis in a water taxi ballet, performed each Sunday in the harbor as thousands of on lookers took in the show.

Outcome

The experience culminated in an incredibly distinctive display. At campaign’s end we had completely over achieved on our goals. We saw 112,051 uses of the #exploreBC over the campaign period, 140% above objectives. Followers grew on our social media platforms (Instagram and Twitter) by 19,567, 177% more than our goal. 30.9M potential travelers were reached via usage of our hashtag, with the experiential activation delivering a 2:1 ROI through social sharing alone.

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