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Wishing all of our Citizens who celebrate #RoshHashanah a sweet new year!

© 2017 Citizen Relations

Bringing to life Tourism BC’s 100 BC Moments Machine

We brought to life the BC Moments Machine – a 14-foot tall, 10-foot wide vending machine – that gave out 300+ souvenirs related to BC-travel moments along with an airfare discount inviting San Franciscans to come visit BC.

The Ask

  • Build a creative campaign that will drive significant online and traditional media buzz
  • Engage directly with consumers in a memorable way
  • Drive overnight visits to BC from the San Francisco market

What we did

  • Conceptualized and built the BC Moments Machine which gave out souvenirs such as made-in-BC surfboards, kayaks and mountain bikes.
  • Pre-seeded the story with bloggers and conducted wide-spread media relations throughout the Bay Area
  • Filmed and released a YouTube video of the stunt to drive online buzz

Results

  • Exceeded our target of 20,000 views online by securing 100,000 views of the video
  • Secured over 40+ stories with a reach of over 34 million
  • Overnight entries from the U.S. experienced a 7.2 per cent increase
  • Campaign won the 2013 Sabre Awards for Travel and Tourism