copeland's work

bc ferries

Summer Campaign

BC Ferries wanted to increase its load factors over the summer period, but understood that promoting the voyage itself was not resonating with residents of Vancouver Island and the Lower Mainland, who make up the majority of the riders.

Copeland created a campaign that promoted unique attractions on both Vancouver Island and in Vancouver to appeal to the emotional side of travelers. Then the ads were bundled with specific offers from strategic partners (like hotels and attractions) that appealed to the rational side of consumers, making it more cost effective to travel.