TOURISM SURREY - KID APPROVED
When Destination BC unveiled their new corporate strategy in 2014, it included a plan to provide
communities with new approaches to cooperative marketing. Tourism Surrey, Tourism Delta
and Tourism White Rock joined forces and were given funding for a campaign that would
encourage both residents and visitors of Metro Vancouver to incorporate Surrey, Delta and
White Rock into their day-trip and overnight stay plans, and to explore the quantity (and quality)
of kid-friendly product in the three communities combined.
The result was Kid Approved – a digital campaign that used
shareable content to drive parents to an easy-to-use online directory. In addition to the overall brand and concept,
we created a series of five videos using real kids from Surrey, Delta and White Rock,
an animated how-to video for participating businesses, a partner e-book, and campaign guidelines.
THE VISUAL WORLD
We created a visual world that felt adult but also had a childlike feel to it. The thumbs up - every child's acknowledgement
of awesomeness became our sign of something becoming kid approved
THE DIRECTORY
The directory was created by kids for kids. It was the GO-TO list of places there were approved by kids.
Parents would recommend locations on their children’s behalf to ensure their needs were being met.
VIRAL CONTENT
Copywriter: Katie-Rose Petley
Art Director: Bradford
Director: Jason Meyers