Destination Vancouver
Services:
Film Tourism Event Management
As part of the team who built Destination Vancouver’s Film Tourism portfolio from the ground-up, my role was to ideate and execute marketing campaigns promoting movies and TV shows shot in Vancouver. Following successful meetings with various film studios in Los Angeles, where we travelled annually to pitch Vancouver as a global film tourism destination, I collaborated with Walt Disney Studios, Netflix, Paramount Pictures and other studios on various film tourism campaigns.
Campaign example
Descendants on the West Coast” was designed to generate awareness that the popular Disney movie Descendants 3 was filmed in Vancouver and Vancouver Island. We were tasked with a) calling attention to specific film locations and encouraging travel to these areas, and b) promoting the premiere of Descendants 3 on Disney Channel.
Tactics included:
Sweepstakes promoted via social media (paid and organic), including a grand prize trip for four to BC (which I sourced with a limited budget, mainly through in-kind sponsorship) and runner-up prizes of Descendants swag bags with merchandise provided by Disney.
PR event and movie screening for local and US media, Descendants cast members, local film industry, and children and their families from BC Children’s Hospital and Children’s Heart Network. The event was held in the outdoor park at Parq Vancouver, while the film screening was hosted in a ballroom in JW Marriott Parq Vancouver. In addition to creating the event plan and communications plan, I oversaw catering, event décor, run of show, emceeing, and greeting/hosting media and other guests, among other duties.
Creation of a Descendants in Vancouver app, which we hired local AR company QuestUpon to bring to life. The interactive AR adventure encourages users to visit tourist-friendly filming sites in Vancouver and Vancouver Island, such as Britannia Mine Museum, Lynn Canyon and Hatley Castle.
In addition to brainstorming these tactics, I was responsible for executing each component, managing the overall budget, and acting as primary contact for each stakeholder and partner.
impact
Sweepstakes resulted in 2.7 million impressions and 1.33 million reached, as well as 23,991 sweepstakes entries and 30,000 unique visits to the campaign landing page.
Media coverage included segments on Global National’s The Morning Show, News 1130, Phoenix TV and others; and social media posts and stories from several family-oriented social media influencers in Canada and the US.
AR adventure earned 19,649 downloads.
