To inspire Canadians from the inland city of Calgary, Alberta to visit the island city of Victoria, BC, they reminded them about what they don’t… the ocean. They created humourous stories around three ocean creatures that are on the lam from Victoria, BC: Orland the orca, Sol the harbour seal and Simon the salmon.
Stories lived online at http://www.tourismvictoria.com/calgary and were pushed out through press releases and social media channels.
Then they plastered Calgary with wanted posters, took out full page ads in the newspapers and put the call out on radio stations to spread message; Tourism Victoria is looking for these creatures and they will reward consumers who find them with a chance to win a West Coast adventure trip for four to Victoria, BC.
Three creatures have been brought to life in the form of massive, impossible-to-miss 5 foot by 5 foot sidewalk sculptures and placed them around Calgary for consumers to find. Calgarians who spot one are encouraged to help spread the word by posting a picture on Tourism Victoria’s Facebook page (www.facebook.com/tourismvictoriafan) and they also set up a Twitter hash tag (#VicSeaPals) to help track their whereabouts until they are home safe.