2019 has been another banner year for the Cooperative Marketing Investment Program. Tourism Richmond created the Cooperative Marketing Investment Program in 2017 to invest in industry-lead marketing partnerships that foster collaboration within the tourism industry.

To date, we have invested in over 40 projects since the launch of the program. The number of funded projects has continued to grow year over year, and we are proud to announce that we have invested in 18 projects this year from different stakeholders.

Some of the highlights include:

Richmond Discovery Shuttle

Richmond Discovery Shuttle

Participants: City of Richmond, Richmond Hotel Association, Landsea Tours & Adventures

Total Investment: $35,000

Category: Experience Development

To make it more convenient for visitors to travel to Steveston, we partnered with key stakeholders to introduce a free Discovery Shuttle during the peak summer months. Operated by Landsea Tours & Adventures, the shuttle bus ran during the weekends and statutory holidays from June 15 to September 2.

There were three stops in Central Richmond – Lansdowne Station, Sheraton Vancouver Airport, Richmond Olympic Oval – and two in Steveston Village – Gulf of Georgia Cannery National Historic Site and Britannia Shipyards National Historic Site.

Besides investing financially into the project, we were also involved in all aspects of the experience development from executing integrated marketing campaigns to collateral creation.

We hope to work closely with our stakeholders to apply key learnings and insights to improve the Discovery Shuttle in the future.

Winter in the Village

Winter in the Village

Participants: Britannia Shipyards National Historic Site, Steveston Tram, Steveston Museum, London Heritage Farm

Total investment: $2,000

Category: Events & Festivals, Sponsorship

Each year, the historic sites in Steveston and many local businesses mark the holiday season in December with a series of events and festivities. Last year, the City of Richmond approached us to run a Winter in the Village marketing campaign to increase awareness of the festive activities in Steveston.  The digital campaign assisted in driving more web traffic to the landing page. This year, we will continue to collaborate with the City of Richmond to execute a similar campaign.

 A robust digital marketing campaign was created to promote Winter in the Village to qualified audiences, both locally and outside of the Lower Mainland, who have shown an interest in festive activities and events in Richmond. The campaign consists of paid social and search ads, Visitor TV static banner ads (hotels), and Daily Hive advertorial inclusions.

We are also sponsoring the Dancing Trees – Interactive Winter Lights display at the Town Square Park, located right outside of the Steveston Museum and Tourism Richmond Visitor Centre. The tree illuminates with a beautiful interactive light display that changes colours and dances to any sounds you make. The light display further adds to the list of exciting Winter in the Village activities and will assist in attracting more visitors to Steveston. 

We have developed key performance metrics to measure the success of the campaign, and hopefully be able to use the findings to improve future campaigns. 

Budding Birder Backpack

Budding Birder Backpack

Participants: Birds Canada, Richmond Nature Park

Total investment: $2,000

Category: Experience Development

In 2018, we partnered with Birds Canada (formerly Bird Studies Canada), Wild Research and the City of Richmond to produce a comprehensive birding map featuring a mix of the most interesting and common birds found in Richmond.

This year, we have partnered with Birds Canada and the Richmond Nature Park to create Budding Birder Backpacks equipped with a pair of binoculars, an introduction to birding guide, birding reference books, and our birding maps. We hope the backpacks will encourage visitors and locals to explore the birding scene in Richmond.

The backpacks are available to use for free (a refundable deposit is required) and can be picked up the Tourism Richmond Visitor Centre in Steveston, or at the Richmond Nature Park.

To read more about other Cooperative marketing investments, please click here.

We are currently accepting applications for 2020.

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.