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Initiative wins Tourism Vancouver account

Initiative Australia has been appointed to the Tourism Vancouver account, charged with running media strategy, planning and buying, with a primary focus on digital media.

The win follows a collaboration between Initiative and Canada’s McCann West, and will see Initiative target older millennials and baby boomers.

“Vancouver is highly visible to Australian travellers as both a primary destination and the western gateway to Canada,” said Initiative Australia CEO Melissa Fein.

“The city has very rich and diverse cultures and our work will be designed to highlight the attractiveness of Vancouver on many levels.”

Karen Pearce, president of McCann West, Canada, added: “The working partnership with Tourism Vancouver, Initiative and McCann demonstrates our effectiveness and creativity across the global network to tap into the nuances in each of Tourism Vancouver’s target markets.”

This is Initiative’s ninth win of 2019, off the back of last week’s appointment to the $30m Carnival Australia account. So far this year, it has also won ARN, Fujitsu, and Swinburne University.

Both McCann and Initiative are part of the Interpublic Group.

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