Spring 2025 Campaign - A Wrap-Up
Spend less, stay longer. Wait less, indulge more. Less racing, more resting.
Our Spring 2025 paid advertising campaign ran mid-February to the first week of June.
The theme of “less/more” was carried over from Fall/Winter, reinforcing the messaging that a spring visit means more of what visitors value in Tofino, including time on the beach, high-quality culinary experiences, and activities like boat tours and spa treatments - with less of the travel deterrents encountered in peak season (like high cost of accommodations, wait times, and more fellow travellers).
We targeted prospective travellers throughout BC, Alberta, and Washington State across various stages of making travel decisions, that is, dreaming, planning, and booking, employing a variety of proven, cost-effective tactics, including:
- Various ad formats (video, single/multiple photo) on social channels: Instagram, Facebook, and TikTok.
- A 30-second video running on Connected TV as well as on linear/traditional TV across Canada.
- Banner ads that ran in different sizes (vertical, horizontal, mobile banners)
We also tested new mediums, including:
- A sponsored story running on cbc.ca, targeting their highly-engaged BC audience, and
- Ads on Pinterest, which recently hit an all-time record number of over 570 million monthly users worldwide.
This complements the strategies we employ year-round, including Google Ads, supported by the Google Grant for not-for-profit organizations.
All ad formats combined generated over 29 million impressions over this four-month campaign, not including views of the 30-second ad that was on Connected and linear TV throughout this time.
The Packages & Offers page, displaying 17 promotions from member accommodations, garnered a total of over 13,000 unique page views, generating a significant number of bookings.
Our two paid advertising seasonal campaigns, spring and fall/winter, act to reach audiences of potential and return travellers, alongside our other two branches of marketing:
- Earned media, which is coverage Tofino receives as a destination without directly paying for it. This includes editorial coverage like articles; broadcast media reports, interviews, and online mentions gained through reaching out to writers, reporters, and news outlets; participating in travel media trade shows; and more.
- Owned media, which is all the content we produce and publish on our channels, mainly tourismtofino.com and our social networks.
Together, paid advertising, earned media and owned media reach our strong base of return visitors, as well as build the desire for potential new visitors to come to Tofino.