Tourism Nanaimo Wins Award For Campaign

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L to R Jenn Bogwald MNP Award Presenter, Kirsten Soder - Tourism Tofino, Jonathan Heerema - Sooke Tourism Association, Jennifer Houtby - Tourism Nanaimo, Ryan Malane - Blackball Ferry

"Power of Partners" Award

Nanaimo – Tourism Nanaimo together with Tourism Tofino, Sooke Regional Tourism Association and Black Ball Ferryline received the Power of Partners Award September 25, 2013 at the Tourism Vancouver Island Gala in Port Alberni.

The Power of Partners Award recognizes a business or organization that has demonstrated building partnerships with other Vancouver Island region tourism businesses that have successfully increased visitation to the Vancouver Island Region. These tourism businesses and or organizations will be an inspiration in the development of cooperative initiatives.

The group won for their “You Won’t be Sorry Campaign” targeting the Pacific Northwest leisure market.  The goal of the campaign was to encourage travelers to explore more of Vancouver Island and to move beyond the “been there, done that” familiarity of Victoria.

“Traditionally destinations compete for travelers,” said Jenn Houtby-Ferguson Tourism Nanaimo’s Destination Development Officer.  “Our group used this opportunity as a catalyst to work more strategically and collaboratively together significantly leveraging our marketing investment.”

This campaign was innovative and uniquely Canadian concept. The partners poked a little fun at Canadians highlighting the differences to our American friends with this campaign.  “Sorry” was the primary link – Canadians are notorious for over apologizing and we capitalized on this throughout the campaign with “Sorry if your suit gets wet in Tofino, Sorry you haven’t tried a Nanaimo Bar in Nanaimo, Sorry if locals are crabby in Sooke, culminating in “You won’t be sorry….  For the best vacation you have ever had”.

“This is the first multi-destination campaign Vancouver Island has ever approached and is a unique approach within the tourism industry,” says Sasha Angus CEO of the Nanaimo Economic Development Corporation.  “Our team is very proud of the results of this campaign and to be honoured in this way.” 

Tourism Nanaimo is a division of the Nanaimo Economic Development Corporation whose mission is to build a prosperous community through economic opportunity.