GRANVILLE ISLAND RECOVERY
The client hoped to encourage locals to visit Granville Island at a time when international travel restrictions were in place. As such, the goal of this campaign was to remind Vancouverites that the island is a dedicated space where they can break away from their routine and enjoy something different, even if they haven’t visited in a long time.
To spark a conversation among locals and inspire visits to Granville Island, Hive Labs worked with the client to devise a campaign execution plan. Designed as an editorial feature, the article communicated our editor’s authentic experiences of Granville Island through the years alongside recommendations for how to spend a day there, whether tasting local fare, getting out on the water, or embarking on an arts crawl. Thoughtful details about the activities available to locals were woven throughout the content, creating a buzz about a destination worth rediscovering.
This campaign reminded our audience of the different ways they could experience a safe urban escape close to home during the COVID-19 pandemic, which resulted in high page views.