Tourism Victoria鈥檚 award from the sa国际传媒 chapter of the American Marketing Association is not an empty honour 鈥� it鈥檚 based on results.
The BCAMA has given Tourism Victoria its Marketer of the Year Award. It鈥檚 the first time a Vancouver Island business has achieved that honour, which celebrates innovative marketing across all industries. The award is not a thing of the moment; it isn鈥檛 handed out for a specific campaign, but for a marketing strategy over a sustained period.
Attracting visitors to the region is Tourism Victoria鈥檚 main focus, which is vital, considering that tourism is a $1.9-billion industry for Greater Victoria, generating 22,000 jobs in the region.
Tourism Victoria is in the habit of attracting attention for its campaigns. It has won 10 awards provincially, regionally, nationally and internationally over the past three years.
Its Great Meetings campaign used the region鈥檚 wide range of attractions and amenities to persuade international meeting planners that Victoria is the ideal conference location. Find Christmas Here aims to lure more tourists during the holiday season.
The most innovative promotion, though, is Victoria Calling, which involves setting up banks of colourful phone booths in Alberta and the U.S. Those who step inside the booths are asked about their travelling preferences; those answers unlock travel offers.
Tourism Victoria鈥檚 awards show that it is an innovative partner in an industry that harvests benefits from sa国际传媒鈥檚 natural resources without depleting them.
