Goal: Stimulate Chilliwack’s economic development through resident & regional visitation as we transition to the new normal
Strategy: Build confidence with residents to get outside and safely join in community
Audience Insight: People were craving bonding, kinship, nostalgia for the way things used to be
Solution: Turned Chilliwack into one big Summer Camp that became an iconic umbrella concept easy for stakeholders and partners to get behind
Rationale: Leverages Chilliwack’s strengths; Cultus Lake 1M summer visitors, amazing outdoor experiences and what everyone felt safe doing at the time
Creative: “A Return To Good” brought to life with ‘Winston” our RV Mobile Visitor Centre activation, launch video with arresting backward cut, website overhaul positioning product into “camp”, social giveaways/partner integration and digital campaign
