Tourism Kelowna’s spring advertising campaign, “Come Alive this Spring,” ran from early April to early June, utilizing marketing tactics to reach consumers in BC, Alberta, and Ontario at various stages of their travel planning journey.

Advertising tactics for the campaign, many of which have proven to deliver strong results based on past campaign performance, included:

• Pre-roll video on websites, YouTube, Amazon Prime, and Netflix.
• Video ads at Toronto’s Lester B. Pearson International Airport.
• Social media ads on Facebook, Instagram, and Reddit.
• Content partnerships with Expedia.

^{Video ad at Lester B. Pearson International Airport in Toronto}

This year, we included Reddit ads for the first time, which performed well. Several digital marketing tactics were also employed, including our not-for-profit sponsorship grant through Google.

The advertising campaign delivered strong results, meeting its key marketing performance indicator targets, generating over 44 million impressions, and bringing in over $27,000 in added (bonus) value. 

^{Facebook advertisement}

Our support of the 2025 Montana’s Brier also allowed us to run a spring campaign advertisement during each draw during the 10-day event, creating additional national attention. We also ran digital and print placements targeting sport and business event planners through industry-specific distribution, intending to attract meetings, conferences, and major events to our destination. 
 

^{Business events' focused print ad in [insert publication name]}

The spring advertising tactics outlined above complement the ongoing paid, earned, owned, and shared marketing strategies we employ to promote our destination throughout the year.

The "Come Alive this Spring" campaign was the first we've rolled out using our refreshed brand, developed in partnership with Partners & Hawes. Our media agency, Wasserman & Partners, continues to research, implement, and evaluate media plans that effectively convey our message to our key audiences. We thank them both for their continued partnership and hard work in helping us spread the message to explore Kelowna throughout the year!

If you have questions about our annual marketing and communications plan, including our advertising strategies, please don't hesitate to contact me at chris.shauf@tourismkelowna.com.