Vancouver’s tourism board has chosen Initiative Australia as its newest agency partner, following a successful collaborative ideation process with Canadian advertising agency McCann West.
Initiative’s Tourism Vancouver assignment covers media strategy, planning and buying, with the highest priority in digital media, targeting the older echelons of the Millennial demographic as well as Baby Boomers.
Melissa Fein, CEO of Initiative Australia, said: “Vancouver is highly visible to Australian travellers as both a primary destination and the western gateway to Canada.
“The city has very rich and diverse cultures, and our work will be designed to highlight the attractiveness of Vancouver on many levels.”
McCann West president Karen Pearce said: “The working partnership with Tourism Vancouver, Initiative and McCann demonstrates our effectiveness and creativity across the global network to tap into the nuances in each of Tourism Vancouver’s target markets.”
Initiative was also recently chosen to be Carnival’s new media agency for Australia and New Zealand.