Over the last few months, Tourism Vernon, in partnership with our agencies, our stakeholders, and our visitors, has run a number of successful marketing campaigns.
Harnessing the power of social media, in Spring we kicked off the #ExploreVernon campaign. Promoting the #ExploreVernon hashtag across all social media platforms, we encouraged visitors and residents alike to explore our beautiful city and surrounds and share their discoveries and photos online. By doing so, they stood the chance to win weekly prizes as well as be entered into the grand prize draw: a trip back to Vernon. Entrants had to submit their photos on Instagram, tagged #ExploreVernon – we then amplified and shared these across Facebook, Twitter and our own Instagram account. Stakeholders were encouraged to use the hashtag as well, and share the information with any visitors. The campaign ran until July 24th, 2016 and you can see the results of the many wonderful images we received during this campaign on Facebook, Twitter, Instagram and in our #ExploreVernon dedicated website gallery. This primarily online social media campaign was amplified using more traditional resources as well, including tent cards, posters and coasters.
October and the onset of Fall saw us extending prime visitor season to Vernon with the Vernon Fall Festival campaign – a month long celebration of Vernon’s spectacular autumn season featuring special events and seasonal activities. Using many of the photos crowd-sourced during the #ExploreVernon campaign, we put together a Tourism Vernon Fall television commercial; the campaign also ran online, on radio and on television. Our marketing team leveraged existing events in and around Vernon under a larger umbrella festival concept. The addition of the Downtown Vernon Fall Fare – a dining experience which ran at participating downtown Vernon restaurants over weekends during October – added greatly to this campaign, as did the ever popular Davison Orchards Pumpkin Festival, The Historic O’Keefe Ranch fall festivities and Field of Screams, and the Okanagan Spirits Craft Distillery Laird of Fintry Lottery.
A huge thank you must go to all our stakeholders for their participation and efforts which contributed to the success of these campaigns. What’s more, with our Tourism Vernon Winter Campaign all set to debut on December 1st – watch for online content, television advertising, a WestJet magazine ad, as well as a digital campaign – the marketing magic is set to continue well into the New Year.
Going forward we will be forming a foundation to collaborate on annual campaign calendars. We look forward to working with you all to create more marketing magic in 2017.