Trapeze was awarded the Downtown Victoria Business Association account this spring. The first thing we set out to do was create a brand identity that reflected and promoted the downtown itself, beyond the DVBA. What we wanted to showcase was the experiences or combinations of experiences that are unique to the nature of downtown – such as going for brunch, followed by browsing bookstores — hence the new tagline “Where else but downtown Victoria”. The campaign is in its early days, with more advertising executions to follow over the coming year.