The theme of the campaign is “Come to Life” — a cheeky invitation to be where all the fun is and to leave the banality of the 'burbs and the malls behind for a more enriching experience. The campaign is designed to get people thinking about great food, diverse entertainment and exploring one’s own individuality – within the downtown experience.
The campaign is featured on bus kings, large format building banners, parking meters, and washroom posters with support from radio and in-cinema videos promoting an Instagram Contest . The Instagram contest invites people to post photos of themselves, themed to a weekly hashtags such as #retailtherapyYYJ and #shopfunkyYYJ.
2013's campaign strategy was about reminding Victorian’s just how great we have it. And to showcase the things that separate us from a shopping mall experience. Hence, posters that read, “I love that I can talk to real live store owners” among other statements, were highly intentional.
We created multiple “posters”, and TV and social media campaigns using simple phrases that expressed what "we love" about our downtown. The idea was to saturate downtown with easy to produce messages – on telephone poles, parking meters, transit shelters and bus kings.
The TV component of the campaign focused on downtown retailers, restaurateurs and other well-know “personalities”, endorsing the unique experiences of downtown, (not just their own businesses) in a light-hearted way. We created six, 15-second TV spots in all.
"Richard, Val, Art and the rest of the Trapeze team have provided excellent service to the DVBA including a new Downtown Victoria brand, mobile friendly website, and numerous seasonal campaigns. We really appreciate their collaborative approach, expert guidance, and creative solutions in uniting the elements of our brand and helping us to position and promote all that is Downtown Victoria!"
- Ken Kelly, Executive Director, Downtown Victoria Business Association