Sumérgete in Vancouver
Rooted in the insight that travellers are craving more meaningful experiences, Destination Vancouver’s Mexico campaign positioned the city as a destination that invites people to slow down and fully immerse themselves in the moment.
Developed in partnership with Will Creative, the Sumérgete (Immerse Yourself) platform highlighted the city’s unique blend of nature, culture, and urban life.
Creative Samples
Media
DOOH
MX Video
Prime Video
YouTube
Meta
Taboola
Travel + Leisure
Performance Max
Expedia
Results
Rather than relying on broad destination messaging, the strategy for this campaign tailored creative and media to the behaviours of Mexican travellers at each stage of the journey. Through ongoing creative testing, audience optimization, and new channel experimentation, the campaign continuously evolved to maximize both consideration and conversion.
Brand Impact
+17% Travel Consideration
+2% Brand Perception
#3 Most Considered Destination
One of only two Canadian destinations with measurable brand lift
Conversion
11.1M Completed Video Views
$0.01 CPCV
178K Landing Page Views
62% Lower Cost per Landing Page View than planned
215K Member Referrals