FOR IMMEDIATE RELEASE: APRIL 5, 2017
UPDATE: Since this article was posted, Array has also won four Hermes Creative Awards! Check it out!
The “Meet You Here” campaign has already been acclaimed for repositioning Nanaimo as a destination for ecotourists and nature lovers, and is now being recognized globally as well.
“This was such an amazing opportunity for our team and our community,” comments Kristina Crowson, managing partner and lead marketing strategist with Array. “All of us are really passionate about economic development in our region, so we took this project very personally.”
The Muse Creative Awards is an international annual competition for creative professionals who inspire through concept, writing or design, whether through traditional or electronic media. Entries submitted by agencies for brands such as Walt Disney Pictures, Samsung, McDonald’s, KFC, Paypal, Jaguar, BMW, Grammy Awards, and Sony Pictures are among some of the winners from this year’s award.
“We wish to recognize the singular achievements of small and medium-sized firms, and the creative professionals who represent the heart and soul of the global marketing communications industry,” said Kenjo Ong, co-managing director for the Muse Creative Awards.
International recognition by this prestigious organization reinforces the success of the campaign. Executed by local marketing agency Array Web + Creative, the economic impact of this campaign was evident to stakeholders within the region.
“This campaign really helped get people engaged with Nanaimo,” states Crowson.
In the summer of 2016, Medina Mayes, owner of A Wee Cupcakery in downtown Nanaimo, told Tourism Nanaimo that the Nanaimo Bar Trail “is going great! I have so many people coming in my shop that are excited about it and purchasing. So far, it’s been my best year!”
Leif Bogwald, owner of local tour company Vancouver Island Expeditions, noted a significant positive impact on his business. “My revenue doubled in 2016 over the prior year, and this campaign?and Tourism Nanaimo in general?was definitely part of the reason,” says Bogwald. “There likely isn’t anywhere else on Vancouver Island where you can stop by a craft distillery, a craft brewery, one of Vancouver original five wineries, and one of North America’s largest fish canneries and smokehouses.“
Additionally, Chemistry Consulting provided hard numbers boasting the results of the campaign. Their Tourism Bulletin report for November 2016 noted that “[i]n the more than 20 years that we’ve been producing the Nanaimo Tourism Bulletin, November occupancy rates have never exceeded 60% so this year’s November occupancy rate of 65% represents a notable increase in visitor activity in what is generally one of the slower tourism months of the year.”
The positive outcomes were for more than just the hotel industry: in fact, “November also saw very strong growth at the Nanaimo Airport (+12%) and the Vancouver Island Conference Centre (+19%).”
One of the instrumental assets of the campaign was the website at explorenanaimobc.com, which encouraged visitors and residents to get out and discover local businesses. “I was surprised and excited about the number of map downloads and itinerary views,” stated Chelsea Barr, a Destination Marketing Officer with Tourism Nanaimo. “We put a ton of effort and creativity into them and knowing people used them to get inspired is so rewarding.”
Tourism Nanaimo is currently being administered by Tourism Vancouver Island, following the dissolution of the Nanaimo Economic Development Corporation. “We are delighted to hear of Array Web and Creative winning this award”, says Dave Petryk, president and CEO of Tourism Vancouver Island. “Tourism in Nanaimo is in a rapid growth stage as a result of the great marketing work done over the past year and we plan to build on that for the future.”
“Our city has so much to offer visitors—and locals, too—so we are glad to have had a part in shifting perspectives,” says Crowson. “I really think that this award is a win for our community as a whole.”
About Muse Creative Awards: Muse Creative Awards are administered and judged by International Awards Associates (IAA) and a carefully selected, prestigious panel of internationally-recognized creative professionals. The Association oversees awards and recognition programs, provides judges and sets competition standards for excellence.
About Array Web + Creative: Based in Nanaimo, BC, Array Web + Creative is a family of innovative & curious thinkers in love with marketing, web & design. Array specializes in custom crafted brands, stunning websites, and marketing campaigns that drive results and build community.