Tourism Victoria

Great Meetings Campaign

Our work on Tourism Victoria’s Great Meetings campaign has been nothing short of a complete success. Working within the budgets and timelines provided, we were able to develop a creative campaign strategy and deliver a massive ROI for Tourism Victoria and it’s stakeholder members.

Tourism Victoria
Tourism Victoria


…this campaign generated over $1.4 million in revenue. For a $75,000 campaign that is a 1,867% rate of return!
~ Trina Mousseau, Chief Marketing Officer, Tourism Victoria

Major Contribution to Victoria’s Economy!

Victoria is a fantastic place to visit and an even better place to host a conference or event. We know that, but we needed to share that with Meeting Planners from coast to coast, and in the USA. This campaign had numerous tactics and touch points all of which had to communicate Victoria as an amazing destination and that it should be considered for future events and conferences. But how to get noticed?

Direct Mail – We designed an oversized direct mailer with a custom printed envelope rich in colour that couldn’t be missed. The call to action included a $150 Spaway gift card for each qualified RFP that Tourism Victoria received.

Trade shows – Tourism Victoria attended several industry trade shows with a custom trade show booth that included mirror frames hanging with the tag line “Who’s the best meeting planner of them all?” for photo opps. Guerilla marketing at the events included washroom takeovers with mirror clings drawing attention to the TVic booth # with the Message – Mirror Mirror, who is the best Meeting Planner of them all?” Cue the selfies….

Industry magazines – impossible hard to miss belly bands, cover tips and tab inserts graced several key magazines.

The results? An amazing 1,867% return on investment in direct room bookings! Add the average delegate spend per day and the economic impact was closer to $5 million!

Tourism Victoria
Tourism Victoria

Tourism Victoria won a Silver Adrian Award at the HSMAI Hospitality Awards in New York for Primal’s Great Meetings Campaign.

Primal’s work on the Great Meetings campaign and awards submission package also helped Tourism Victoria win the BCAMA Marketer of the Year for 2014, beating out finalists Blue Shore Financial and the Vancouver Whitecaps!

Tourism Victoria