Title: “Beyond Words Campaign” – Best of Category
Client: Tourism Victoria
The concept was developed based on the belief that the experience in Victoria is hard to put into words, hence “Victoria, Beyond Words.” We wanted to build on the relaxed atmosphere that Victoria offers and communicate how much fun you can have here. Building on the four main lifestyle attributes of our target audience: Adventurous, Outdoorsy, Foodie, and a Shopper; we decided to create our own “local speak” for common phrases. The campaign is intended to engage through target‐centric humour in order to promote further interaction online.