The Tourism Industry Association of Canada (TIAC) has named Tourism Whistler as a finalist in two categories at their upcoming awards show.
Tourism Whistler was nominated for Marketing Campaign of the Year for its Whistler Sabbatical multi-media project, and for Social Media Initiative of the Year for its Whistler Unfiltered photo campaign, and will go up against other finalists at the annual Canadian Tourism Awards in December.
“We are thrilled to be considered by the Tourism Industry Association of Canada for these prestigious awards,” said Louise Walker, Tourism Whistler’s vice president of marketing strategy, in an email. “To be selected as finalists, among an impressive group of our peers, is a huge compliment.”
The Whistler Sabbatical Project, which concluded in February 2012, asked entrants to submit a 250-word essay describing what a sabbatical in the resort would mean to them. The grand prize was a month-long winter stay in Whistler that included a number of adventure activities, ski gear, flight, accommodation and more.
“The strategic content that was developed and shared through the Whistler Sabbatical Project was what really set it apart from other campaigns to demonstrate outstanding tourism marketing,” read a TIAC release.
Whistler Unfiltered is an ongoing initiative that asks Instagram and Twitter users to share their own images and stories of the resort using the #WhistlerUnfiltered tag. Launched in late 2012, the word-of-mouth marketing campaign was initially only intended for the winter, but proved so successful that Tourism Whistler carried it over into the summer months.
“Tourism Whistler sought to put the customer voice first and leverage social media to achieve its business and communication objectives, and #WhistlerUnfiltered is a premier example of social media marketing,” read the TIAC release.
The Canadian Tourism Awards are scheduled for Dec. 3 in Ottawa.