RICHMOND, BC – Tourism Richmond has won the Accor Hotels Marketing Campaign of the Year Award from The Canadian Tourism Awards, presented by the Toronto Star.

The awards recognize people, places, organizations and events that have gone above and beyond to offer a superior tourism experience to travelers in Canada. Tourism Richmond’s Pacific. Authentic. Richmond, BC destination brand and marketing campaign launched in 2018.

“The need for a new destination brand was clear. Capitalizing on our strengths – food, history, diversity and culture – gave us a new focus. Pacific. Authentic. really captures it all,” said Nancy Small, CEO for Tourism Richmond.

The Pacific. Authentic. Richmond, BC destination brand came to life through stakeholder research sessions, interviews with industry and hundreds of visitor intercepts conducted in 2017. Inspired by the dynamic convergence of Pacific cultures and authentic Canadian coastal experiences, Tourism Richmond developed the ”Pacific. Authentic.” destination brand to give the city a distinct image and visitors a compelling reason to visit.

Tourism Richmond answered the challenge with a variety of different creative pieces. Professional videography was shot and edited in a unique and authentic style to capture quick, intense moments. Still photography captured visuals emphasizing serenity and bliss. The resulting work encapsulated the emotional energy of the destination, focusing on the people, activities, adventures and moments combined to create Richmond’s unique culture and beauty.

“The region-defining campaign is an exploration of Richmond’s activities and cultural influences,” Small remarked. “Tourism Richmond continues to work extensively to outline the innumerable activities available in the city and it’s truly exciting, because we’re only getting started.”

See the Pacific. Authentic. Richmond, BC brand in action at


About Tourism Richmond: Tourism Richmond is a non-profit destination marketing organization (DMO). The primary mandate of Tourism Richmond is to enhance awareness about the destination through sales and marketing initiatives and by providing excellent visitor and member services. Ultimately, the organization’s goal is to increase economic activity related to tourism for the City of Richmond and all stakeholders. Tourism Richmond is British Columbia’s 4th largest DMO.

About the Canadian Tourism Awards: The Canadian Tourism Awards were established in 2003 to recognize success, leadership and innovation in Canada's tourism industry, and to honour those people, places, organizations and events that have gone above and beyond to offer superior visitor experiences to travelers in Canada. Showcasing the nation's best tourism products, services and experiences, the Canadian Tourism Awards ceremony has become an annual highlight of the Tourism Congress, TIAC's annual convention.

About the Tourism Industry Association of Canada: The Tourism Industry Association of Canada is the only national organization representing the full cross-section of Canada's $91.6 billion tourism industry. TIAC's members include air and passenger rail services, airport authorities, local and provincial destination authorities, hotels, attractions and tour operators.

Media Contact:

Lesley Chang
Manager, Communications
Tel: 604-821-5482