Vancouver for the Holidays
As an unapologetic Hallmark movie fan, I developed the initial concept for the Washington Holiday campaign, recognizing that Vancouver already serves as the backdrop for many Hallmark holiday films.
Working with Will Creative, we transformed that cultural insight into a distinctive campaign that turned Vancouver into the main character of a holiday movie, helping drive consideration and differentiate the destination during a highly competitive travel season.
Creative Samples
Media
OOH/DOOH
TikTok
Prime Video
YouTube
Meta
Spotify
MX Video
Daily Hive & Curiocity
PMax
Results
The campaign successfully translated a strong cultural insight into measurable business results. By pairing distinctive creative with an integrated media strategy, the work increased travel consideration, strengthened destination perception, and significantly outperformed the previous year's campaign across referral volume, CTR, and cost efficiency.
Brand Impact
+6% awareness lift on an already high baseline
+17% increase in destination favourability
+17% increase in travel consideration
+26% increase in perceptions of Vancouver as a year-round destination
+37% lift among affluent travellers ($250K+ HHI)
Conversion
79,363 member referrals generated
$4.47 CPR (50% lower than planned)
7.46M completed video views
2.5x higher CTR than the previous year's creative
115% increase in referrals vs. previous year