The 2013 Power of Partners Award from Tourism Vancouver Island has been bestowed on Tourism Tofino for their partnership with Tourism Nanaimo, Destination Sooke and Black Ball Ferry Line for Vancouver Island’s first multi-destination tourism campaign.

The “You Won’t Be Sorry” campaign aimed to inspire passengers on Black Ball Ferry Lines, a 90 minute sail between Port Angeles, Washington and Victoria, BC to extend their Vancouver Island vacation to destinations beyond the port of call of Victoria.   In Spring and Summer 2013,  the messaging poked fun at the Canadian tendency to over-apologize, matching phrases like “Sorry if you get a little wet in Tofino” to videography of each participating destination.  Framing a multi-platform approach of broadcast and online advertising with social media, the campaign successfully provided significant increases in visitation to the partner websites by residents of Seattle and Portland, as well as over 8,000 contest entries.

View the “You Won’t Be Sorry” television commercial at: http://www.youwontbesorry.com/