The challenge was to raise awareness that many places up the sunshine coast were actually just a short plane ride away. It was also important to do this in the context of encouraging group travel, in order to link this marketing piece with a firm offer and a call to action.
Guided conversations in a candid interview setting provided social proof for our key messages of regional accessibility and fun for groups. Taking a spare airplane seat out of the hanger and placing it in a natural setting for these interviews also connected the conversations visually to the service and brand of Pacific Coastal.
The cast of Vancouverites we found spoke directly to our target market, showed knowledge and had a contagious passion for travel in BC. The final piece was a strong marketing tool for the PASCO team to take to social media.