Tourism Richmond created the Cooperative Marketing Investment Program in 2017 to invest in industry-lead marketing partnerships that foster collaboration within the tourism industry. In our inaugural year, we invested in six projects; in 2018, the number of funded initiatives more than doubled. We invested in 15 new and exciting projects from different stakeholders.
Some of the highlights include:
Total Investment: $20,000
The recipients of our inaugural Pacific. Authentic. Scholarship combined forces to create a unique experience that ties four of Steveston’s historical sites into an interactive tour with food tastings. The first tour took place in October 2018, which generated a lot of interest and awareness from visitors and locals.
Tourism Richmond provided a lot more than just funding; our team was actively involved in various aspects of the experience development, including project management, executing integrated marketing campaigns, and hosting media and influencer tours.
We will continue to support the Steveston Heritage Experience by applying the insights and learnings from last year to improve future tours.
Participants: Bird Studies Canada, Wild Research, City of Richmond
Total investment: $4,000
Category: Experience Development
Richmond is one of BC’s great birding capitals—an island city studded with unique, easy-access spotting opportunities. It’s no mystery why birding has been identified as an emerging trend in Richmond with visitors flocking to the city to spot common and rare birds.
To meet the growing demand for bird tourism, Tourism Richmond partnered with Bird Studies Canada, Wild Research and the City of Richmond to produce a comprehensive birding map.
The birding map featured six major parks and regions in Richmond in which people can go bird watching. There is also a list and picture of 50 featured birds, and the area where the birds can be seen. It will be available to pick up at Tourism Richmond’s visitor centre, city facilities, major attractions, and hotels. The birding maps are also actively being promoted by our team members in trade shows and conferences.
Participants: the City of Richmond
Total investment: $10,000
Category: Coop Sponsorship
The Richmond World Festival is a multi-day, annual multicultural festival filled with arts and culture, food trucks, and live entertainment. Tourism Richmond supported their efforts in reaching out to a broader audience, specifically visitors from outside the Lower Mainland – aligning with Tourism Richmond’s strategy. Tourism Richmond sponsored the Culinary Stage which allowed us to showcase a selection of the city’s top chefs. Each chef prepared their favourite dishes live while offering insider tips for those who would like to recreate the dishes in their own kitchens back home.
We worked closely with the City of Richmond to create a fully-branded Pacific. Authentic. Culinary Stage, which allowed us to showcase the brand and Richmond’s many attractions to both locals and visitors.
From the data collected, the Richmond World Festival saw visitors travel from Abbotsford, Chilliwack and the Washington State to attend the event. This provided validation that visitors will travel to attend major festivals.
Night at the Museum: BC Ale Trail Edition
Total investment: $1,500
Category: Events & Festivals
The Night at the Museum: BC Ale Trail Edition is the first adult-only night hosted at the Olympic Experience at the Richmond Oval. Its goal was to tap into new consumer markets and raise awareness of the museum. The event featured craft beer tastings from five breweries, with three being from Richmond – Fuggles & Warlock Craftworks, Monkey 9 Brew Pub and Britannia Brewing Company. The Richmond Olympic Oval also partnered with the Sheraton Vancouver Airport Hotel to offer discounted room only rates for out of town visitors.
With funding from Tourism Richmond, the Richmond Olympic Oval was able to execute both digital and traditional marketing campaigns, including Facebook ads, radio ads, and print collateral. The marketing effort helped drive more web traffic and interest in both the event and the Olympic museum.
To read more about other Cooperative marketing investments, please click here.
We are currently accepting applications for 2019.
If you have an idea for a marketing campaign, please feel free to contact our Industry Development Manager, Ceri Chong.
For full guidelines an application forms for the Cooperative Marketing Investment programs, please click here.