Industry indicators continue to show strong performance for Kelowna and the Central Okanagan during the first part of the year. Great weather helped show off what our destination is known for—stunning views, tremendous food and wine experiences, and all of the outdoor activities you can imagine. Now, we want to focus on keeping as much of that energy through into the fall, a time when visitation begins to slow as fewer people are available to travel. Tourism Kelowna’s fall advertising campaign is one of our largest seasonal advertising spends to date, inviting travellers to come, get centred, and find balance this fall.
This upcoming fall campaign is strong, targeted, and multilayered. Our paid marketing tactics will reach travellers across Western and Eastern Canada, including those who wait to travel until the pace is a bit slower and those actively searching for a fall getaway. As part of this campaign, we will re-activate advertising efforts in and around Toronto and Montreal, taking advantage of direct, non-stop flights from those two major cities. These paid advertising tactics are in addition to all the earned, owned, and shared content marketing pieces that happen throughout the year to inspire and attract visitors to enjoy all Kelowna and the Central Okanagan offers.
Our marketing tactics are primarily digital, whether in digital environments or digital formats in physical environments. This increases our ability to adjust, optimize, and change tactics if necessary. As a member of Destination BC’s Data Hub partnership, we will continue working to optimize and reach travellers, serving them interesting and compelling content that inspires them to visit Kelowna and BC.
Our fall 2022 campaign uses a large mix of tactics including pre-roll video and native display advertising (ads that match the form and or function of the distribution channel) to drive traffic to our website. We will continue with social media advertising on Facebook and Instagram, while also introducing paid ads on TikTok for the first time in this fall campaign.
We will also continue with digital display ads to reach travellers as they browse and shop online and have a highly targeted search advertising program to reach online audiences. We are also working with national media outlets on custom content pieces to introduce and explain the many fall activities and experiences you have to come to Kelowna to experience for yourself. Also, this fall, we have taken out digital advertisements on screens in Canada’s busiest, multi-modal passenger transportation hub, Toronto’s Union Station.
Fall is an important time for local tourism businesses, and we want to keep as much momentum from summer as possible to continue to help our industry fully return to its full potential. We will have many marketing tactics in play and will monitor their performance closely to connect with as many travellers as possible, inviting them to come and explore Kelowna this fall.
A small selection of fall marketing tactics is shown below. If you have any questions about Tourism Kelowna’s marketing and communication strategies or tactics, please contact me at firstname.lastname@example.org.
Social Media Ads
Digital Display Ads