When holding a giant secret, part of you positively desires to point out it off, however the remainder of you is aware of that’s a nasty concept. If it’s a location, it’s even worse. When you let that idyll’s existence, whereabouts, and attraction drift into the wind and the ears of parents from elsewhere, it’s solely a matter of time earlier than they make the pilgrimidge to the beloved spot on Earth—solely to destroy all of the magic they’re making an attempt to seize. That was native residents’ major concern for Canada’s Bowen Island, however then the Vancouver-based company Rethink got here up with the very best slogan: “Inform your folks it’s terrible right here.”
It’s fairly ingenious, because it’s an answer to a damned-if-you-do-damned-if-you-don’t dilemma, based on Bowen resident and Rethink founder Christ Staples.
“We love to point out off our island, however we don’t need it to be overrun with vacationers. We wish guests, however provided that they actually ‘get’ what makes Bowen particular.”
Within the vein of, and impressed by, the “Preserve Portland Bizarre” marketing campaign that has outlined a metropolis properly past its preliminary grassroots attract, Bowen Island’s marketing campaign is type of a reverse psychology tactic that’s geared toward solely snagging the smarter vacationers. The PSA and its belongings are embodied by 4 animals: the deer, who Staples says “actually personal this island and we’re simply company”; the eagle, which represents vigilance for shielding nature; the seal, which represents making an attempt new issues, comparable to diving; and the slug, which represents Island Time, or the slowing all the way down to take pleasure in life.
All in all, it’s a enjoyable marketing campaign that piques the curiosity of solely those that are worthy. See it’s quirky method to solely recruiting the correct amount of correct vacationers beneath.
[by way of AdWeek]
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