Camp Pacific Citizen Relations
WE ARE EXPLORERS
dbc launch commercial
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GOOGLE TREKKER

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We are
well-travelled
in tourism

WE ARE

Camp Pacific

Camp Pacific is a digitally based communications agency with deep experience in the travel and tourism sector.

Citizen Relations

Citizen Relations is a PR agency delivering innovative communications solutions to drive growth for their travel and tourism clients.

Together, we develop work that inspires action;

creative that builds brands; communications that sell seats. We offer results for the travel and tourism industry.

brands we’ve guided

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Our Approach
Creative paths lead to unique destinations

Influencing travellers’ behaviour by understanding their needs and motivations.

With the breadth and depth of our travel and tourism experience, we understand the uniqueness of a traveller’s ‘path to purchase.’

We know that booking travel is a journey in itself. From inspiration to research to booking to sharing the experience – we have the insights around travellers’ needs and motivations and know how to leverage them to drive business.

It starts with the desired action we want the person to take (through an understanding of your business challenge) – and finding both functional and emotional ways of influencing their behaviour, not just attitude.

It continues with the definition of ‘mould-breaking’ channel solutions – the pivotal points of influence where we can best change perceptions, increase bookings, and/or increase value.

It is experienced by people via innovative creative ideas that break through the clutter and make it easy to act on.

We’ve taken many clients on this journey to success, and would like the opportunity to take that journey with you.

destination bc
increase in visitation
12.3%
travelocity
increase to website traffic
15%
emirates
increase in net promoter score
43%
travelocity
INCREASE IN BRAND MEDIA MENTIONS
300%

The Work

DBC REBRAND

DESTINATION BC

  • Brand Development
  • Communication Design
  • Creative Strategy
  • Brand Development
  • Media Relations
  • Media Training
  • Creative Strategy
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01

Creating a unique identity in
a forest of sameness.

British Columbia’s wilderness is in a league of its own. The same couldn’t be said for the brand that represented it.

With steady growth in the global tourism market contrasted by unchanged visitation to British Columbia, we set out on a journey to give this unparalleled province an identity that lived up to its supreme nature – a brand that connected with our audience’s longing desire to connect with authentic nature and authentic experiences.

Visually, we created a brand that embraced the mood and rawness of British Columbia’s wilderness. Tonally, we created a voice as unique as the province itself. Every aspect of the brand, right down to the colour palette, was inspired by British Columbia.

What followed was a tourism campaign like no other. Our key target insight was that travellers considering British Columbia feel that they discover as much of themselves as they do the destination they visit. So, our campaign didn’t call people to explore British Columbia, it called them to explore their Wild Within.

if you’re sitting inside an office, be cautioned that you will not want to be there anymore after watching this.

results

560,000+ new visitors to bc in 2015
13% increase in web traffic
500,000+ Brand video views, one of Google’s top 10 most viewed videos of November 2014

mentions & recognition

Virtual Australia

Tourism Australia & Air New Zealand

  • Virtual Reality
  • Media Relations
  • Digital Innovation
  • Experiential Events
  • Media Relations
  • Influencer Engagement

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An experience that turned Australia
from virtual into reality.

Tourism Australia and Air New Zealand wanted to get Canadians excited about travelling to 8 gateway cities across Australia. We helped them by designing Canada’s first ever virtual reality art exhibition, featuring a fully 360 VR Experience that transported influencers Down Under. We also recruited some of the country’s top travel influencers to physically travel to Australia –– creating compelling content for Instagram, YouTube and more.

results

10million total impressions earned
1,100+ virtual reality experiences

mentions & recognition

BC Explorer

Destination BC

  • Digital Innovation
  • User Experience
  • UI Design
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Turning ‘travel porn’ into actionable itinerary planning.

Instagram is full of inspiring travel photos. But those who stumble upon them had no way of getting to the places they saw, let alone booking a visit. We developed a platform that helped potential travellers uncover the details behind these British Columbia photos, connecting them with the travel partners that could take them there.

Since launch, BC Explorer is proving to turn inspiration into action. Increasing referrals.

results

2000+ industry referrals generated since site launch
5minutes average time on site
30% conversion rate from organic search traffic

A ROYAL LAUNCH

PRINCESS CRUISES

  • Media Relations
  • Celebrity Endorsement
  • Event Planning
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04

Giving Princess Cruises’ newest
flagship vessel the royal treatment.

In 2013, Princess Cruises launched its newest and most innovative ship to date, the Royal Princess. In preparation for her christening/naming ceremony, the brand engaged Citizen Relations to execute a two-prong approach to secure mass media awareness for Princess Cruises and Royal Princess in the U.S. and Canada.

The first media pulse took place in April when it was announced worldwide that Kate Middleton, The Duchess of Cambridge would serve as the ship’s Godmother at the christening. On June 13, the Duchess, officially named Royal Princess and led the longtime maritime tradition of breaking a champagne bottle on the bow of the ship. While the world’s media watched The Duchess perform one of her last Royal duties before going on maternity leave, Citizen Relations employed a series of strategic activities to ensure Princess Cruises and Royal Princess received positive inclusion in resulting coverage.

The team leveraged Palace-approved press release, images and brand spokesperson quote to secure positive and generous global coverage for the brand. We then conducted outreach to targeted U.S. and Canadian media outlets with custom pitches and special offers. Our team coordinated ceremony attendance for correspondents from People, Us Weekly and OK! Magazine. In the days leading up to the event, the Citizen team prepped real-time event assets from the ceremony, including livestream video, press release and fact sheet, b-roll and still images of the ceremony and The Duchess’ tour and Princess Cruises spokesperson interviews.

To reach local media in key cruising markets and national targets not travelling to Southampton, Citizen also developed and coordinated delivery of custom “Royal Princess Christening-in-a-Box” media kits, featuring Princess Cruises-branded champagne flutes, Moet Imperial champagne, a tiara and press materials, resulting in extensive North American wide coverage including features on the top-rated morning shows, Today, Good Morning America and Canada AM.

results

1.6Billion media impressions
980+ media placements

mentions & recognition

Great Bear 360°

Destination BC

  • Virtual Reality
  • Media Relations
  • Digital Innovation
  • Experiential Events
  • Influencer Outreach
  • Media Relations

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The world's first virtual reality experience for tourism.

The beauty of British Columbia's Great Bear Rainforest has to be seen to believed. So how do you convince an audience that's half a world away to visit? You bring the rainforest to them. Our interactive 360° experience gave potential travellers the chance to immerse themselves in BC's wilderness and explore some of the incredible natural wonders that await.

We partnered with Samsung, who were so impressed with the experience that they featured it at the grand unveiling of their Gear VR Headset at the CES tech convention.

we think virtual reality is a great fit for bc tourism marketing. it lets the traveller experience the destination in a new and unique way that has not been possible before.

To broaden the reach of the VR experience, we developed branded Google Cardboard headsets that helped put Great Bear 360º in everyone’s hands.

results

65million Media impressions worldwide
200 editorial features

Totem

Cirque du Soleil

  • Media Relations
  • Event Planning
  • Brand Activation
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VANCOUVER DECLARES CIRQUE DAY!

After a successful premiere week of its production, TOTEM, Cirque du Soleil came back looking for a creative concept that would reignite awareness and tickets sales mid-run, a traditionally challenging time in the sales cycle. Leveraging Cirque’s 30th anniversary, we paid homage to the extravagant nature of the brand and applied a playful twist: a big circus-themed birthday party where the entire city was invited.

We held a city-wide birthday party consisting of a series of surprise and delight activations, free performances, a Mayoral proclamation and even fireworks. This all culminated on June 16th being declared Cirque du Soleil day in Vancouver, by the mayor during a press call.

results

5.9million Media impressions
5000+ Consumers in a single-day activation
2000+ Spectators to the free performance

SKI BC

Destination BC

  • Branded Content
  • Integrated Marketing
  • Media Relations
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Bringing skiers, and their hearts, back to BC’s mountains.

Coming off the worst winter in the past decade, we needed a way to remind skiers that BC’s mountains were still worth the trip. But instead of focusing on the verticals or the terrain, we reminded skiers of the unique bond they share with winter. And no bond was more unique than that of Donovan Tildesley, a blind skier who grew up skiing BC’s mountains. We told his story through an inspiring short-film.

Stunning visuals and an evocative tone helped round out the campaign through print, OOH, and digital.

Blind Skier Shows Anything Is Possible - Donovan Tildesley feels the beauty of the mountains without use of eyes.

After a decade low 25% drop in visitation in 2015, Destination British Columbia saw a massive uplift.

results

83million Campaign impressions
10 year high in overnight visitation from US travellers
31% increase in traffic to ski microsite

mentions & recognition

More of our projects

DBC REBRAND

DESTINATION BC

  • Brand Development
  • Communication Design
  • Creative Strategy
  • Brand Development
  • Media Relations
  • Media Training
  • Creative Strategy
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01

Virtual Australia

Tourism Australia & Air NZ

  • Virtual Reality
  • Media Relations
  • Digital Innovation
  • Experiential Events
  • Media Relations
  • Influencer Engagement
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02

BC Explorer

Destination BC

  • Digital Innovation
  • User Experience
  • UI Design
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A ROYAL LAUNCH

PRINCESS CRUISES

  • Media Relations
  • Celebrity Endorsement
  • Event Planning
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04

Great Bear 360°

Destination BC

  • Virtual Reality
  • Media Relations
  • Digital Innovation
  • Experiential Events
  • Influencer Outreach
  • Media Relations
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05

Totem

Cirque du Soleil

  • Media Relations
  • Event Planning
  • Brand Activation
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06

SKI BC

Destination BC

  • Branded Content
  • Integrated Marketing
  • Media Relations
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How can we guide your brand to success?

Get in touch if you’d like us to assess your current efforts, talk through your current pain points, long term plans, or if you’d just like to find out more.

mathew stockton

VP, DIRECTOR OF CLIENT SERVICES

+1 604-788-3150

mathew.stockton@camppacific.com

Connect with us

How can we guide your brand to success?

Get in touch if you’d like us to assess your current efforts, talk through your current pain points, long term plans, or if you’d just like to find out more.