The Fraser Valley
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.
- 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
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.
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.
Photos shared on #TheFraserValley hashtag
Followers and Page likes
User Engagements Across all Platforms*
*since previous date range (May 2016-April 2017 vs. May 2015–April 2016)