Case Study

The branding of our own city as an international tourism destination was a great honour. You are looking at a body work created over 3 years, beginning with the development of Victoria's destination brand identity system and positioning statement, "Full of Life".

All of this work - annual ad campaigns (largely running out of market across Canada and the U.S.), special promotions, and the re-design of the Tourism Victoria web site were part of an effort to re-position Victoria as a unique, cultural and historic city with a vibrant, eco-friendly pulse — a city full of life, with lots to do and explore. The real work was in casting off the image of Victoria as a city firmly planted the past. The most noted of all ads was referred to as "the orgasm ad" in international media circles. It was developed for a gourmet food publication to extol the virtues of our fine foods, dining experiences, brew pubs and local wineries. The point was heard around the world — once and for all communicating that Victoria indeed was fully alive.