Shifting public perception and driving awareness for a destination brand that represents the future of tourism.

Marketing
Date 31 December 2017
Client The Fraser Valley
Role Stategist

The Fraser Valley Group is a partnership between Langley, Abbotsford and Chilliwack's Destination Marketing Organisations (DMOs) to better market their region's diverse activities and locales to prospective tourists.

In response to an RFP in April 2016, my team and I pitched a 12-month video and social strategy to win Agency Media's first tourism client.

Strategy

  • Engage local communities online with #TheFraserValley hashtag

  • Educate locals and visitors about the destination

  • Film and distribute a series of videos designed for distribution on designated social platforms

Tactics

Social Media

Each DMO was already curating a hashtag for their own community. To fulfill The Fraser Valley's mandate, I set up the @TheFraserValley Instagram account and established #TheFraserValley as the collective's official hashtag for encouraging user-generated content. Within a year, over 9,000 photos were shared on #TheFraserValley and the Instagram account grew by 1,900 followers.

To support the daily user-generated content we were curating, we published a monthly blog to provide shareable info to people within the Fraser Valley. These ranged from the lighthearted (Top 1o Cutest Goats) to the useful (4 Fraser Valley Breweries You Should Visit) and were written to improve thefraservalley.ca's search engine ranking.

The Fraser Valley - #ComeToYourSenses Campaign

Paid Media

We developed the video and blog campaign Come to Your Senses, which launched the brand during the shoulder season. Designed to be viewed on mobile devices and multiple social platforms, the videos presented the Fraser Valley's activities through each of the five senses.

Sponsored Content

Daily Hive: Weekend trips you can easily take to the Fraser Valley

  • 7k uniques, 115k reach on Facebook, 17k impressions on Twitter

Results

9k

Photos shared on #TheFraserValley hashtag

8x

Followers and Page likes

110%

User Engagements Across all Platforms*

“It was a pleasure working with Jason on social media, blog and video activities with The Fraser Valley. He managed our projects seamlessly, provided integral social direction and implemented important processes to help grow our channels and further connect with our target market.

— Christina Marchand, Destination Sales and Marketing Manager, Tourism Langley