We’re happy to report that 2017 was a banner year for the Cooperative Marketing Investment Fund! The Investment Fund underwrote six completed projects, ranging from creating collateral to developing new experiences. We’ve recapped the six projects below.
Meet the Makers – a craft tasting experience
Participants: Wild Sweets, Canada Berries, Fuggles & Warlock
Total investment: $1565.26
Category: Partnership Marketing
The Cooperative Marketing Investment Program supported Meet the Makers, a new tourism experience in Richmond. Tourism Richmond's Cooperative Marketing Investment Program is supporting a brand-new Richmond experience. Initiated by local artisan chocolatiers Dominique and Cindy Duby of Wild Sweets, Meet the Makers - a Craft Tasting Experience gives visitors a chance to taste and experience the fantastic artisan products produced in southeast Richmond. Developed in partnership with Fuggles & Warlock and Canada Berries Winery, this new experience will be promoted through a social media campaign and brochure.
Participants: Fairmont Vancouver Airport and McArthurGlen Designer Outlet
Total Investment: $6726.25
Category: Partnership Marketing, Content Development
Fairmont Vancouver Airport partnered with McArthurGlen Designer Outlet and Absolute Spa to develop video to capture the things a guest can do to enjoy a luxury layover at the airport. The objective of this program was to increase overnight stays in Richmond at the Fairmont Vancouver Airport, and to encourage visitors to enjoy the offerings around YVR, including dining at Globe@YVR and Jetside Bar, visiting Absolute Spa and taking the Canada Line Skytrain down to McArthurGlen Designer Outlets. These assets will be used on both Fairmont Vancouver Airport’s website, and through their social media channels, an email campaign and other digital advertising.
Chinese Language Enhancement Program Part 1
Participants: Gulf of Georgia Cannery
Total Investment: $750
Category: Experience Development, Content Development
The Gulf of Georgia Cannery National Historic Site features the history of Canada’s west coast fishing industry, presenting the story of how immigrants earned a living, formed communities and helped build the industry that shaped the historic fishing village of Steveston, as well as the multicultural foundation of BC. The team at Gulf of Georgia Cannery identified a gap for visitor servicing: the ability to make these amenities accessible to the Chinese-language community both within the region and from overseas.
The Cooperative Marketing Program invested into a Chinese-language visitor enhancement program with the Cannery, developing materials such as a visitor site map, a guided tour script as well as a film about BC’s fishing history with traditional Chinese subtitles. The offer was created by the end of 2017 and is set to launch in early 2018, during the low shoulder season.
Grand Prix of Art Video & Social Media Marketing
Participants: Grand Prix of Art/Phoenix Arts Studio
Total Investment: $2633.09
Category: Events & Festivals, Content Development
The Grand Prix of Art is held in Steveston annually, where artists are assigned a painting location by lottery and tasked with completing a work of art within a three hour-time limit. The artwork is then displayed for the public to enjoy, and adjudication takes place to select the winner, where over $2,000 in cash and prizes are awarded to the finalists. The organization was looking to attract both attendees and more artists, and that’s where the investment fund was able to help.
The final product was a 6-minute short documentary with accompanying 30-second promotional videos to promote the Grand Prix of Arts as a premiere cultural event featuring plein-air artists. The video captured the spirit of the event, the location and the creative process through the eyes of past winners. Watch the video here.
Tourism Richmond also invested into the social media marketing campaign advertising the event outside of the Lower Mainland.
Walking Tour Vignettes Photo Shoot
Participants: Steveston Historical Society
Total Investment: $137.50
Category: Content Development
The Steveston Historical Society presented the Walking Tour Vignettes in the summer in June and July. Costumed interpreters acted out short plays throughout Steveston village, depicting what it was like to live in the fishing village in 1917.
The Steveston Historical Society applied for funding to conduct a photo shoot to capture the Walking Tour Vignettes in action. The images will be used for promotion in their brochures, web pages, ads and social media campaigns in 2017 and beyond.
Richmond Arts Coalition Website Revamp & Translation
Participants: Richmond Arts Coalition
Total Investment: $3119.40
Category: Content Development
The Richmond Arts Coalition website needed a website rebuild, but lacked the funding to do so. As the advocate for arts and culture in Richmond, the Richmond Arts Coalition website will have the face of an arts ambassador that the organization has always strived to be, and it will assist them in reaching an international audience with target markets of the whole of BC, Canada and China.