2010 and Beyond Strategic Plan

Tourism Vancouver Island

Sources of Funding
ICET:$469,257
Industry Partnerships:$95,994
Tourism Vancouver Island:$95,994
Total Budget: $734,513
Quick Facts: 

This project creates a legacy of video assets for community organizations to use to promote economic development and tourism. 

During the 2010 Winter Olympic and Paralympic Games, there was concern that world attention would be focused mostly on Vancouver and Whistler resulting in Vancouver Island and the Sunshine Coast being overlooked. Tourism Vancouver Island developed a specific strategy to attract visitors to the Vancouver Island and Sunshine Coast regions by capitalizing on the global awareness generated during the 2010 Olympics.

In partnership with communities, Tourism Vancouver Island, developed a plan to highlight the tourism opportunities of the Island and Coastal region.  The strategy called for increased media attention and the acquisition of new high definition video footage showcasing the region’s assets.  Assistance was offered to island and coastal communities in producing finished video features and profiles, preparing press materials about communities and hosting press trips throughout the region.  The strategy also featured A Taste of Vancouver Island and the Sunshine Coast, an event held at Robsons Square on the eve of the Olympic opening ceremonies.

The Strategy, completed in 2012, has had considerable results in leveraging media attention generated by the Winter Olympic and Paralympic Games.  The high definition video component of the project created a legacy of video assets that have been used by many communities throughout the region in the production of tourism and economic development films.  The Legacy DVD Production component provided communities with a promotional video product that has been used both for investment and tourism attraction.  HD Footage of the island and coastal region was used by the Olympic Secretariat in BC Stories and BC Explore campaigns and were featured prominently at the Vancouver International Airport before, during and after the Olympic Games.   The media packages that were produced were dispersed to key Tourism BC and Canadian Tourism Commission media contacts, and journalists were attracted to the region by the story ideas.  The Taste of Vancouver Island and Sunshine Coast was an overwhelming success that hosted close to 70 media representatives who each received a USB stick containing all press materials. 

2,580
person years employment created (construction phase)
50
locally elected officials and MLAs working together
$10.4
million annual provincial government revenue generated
2,615
post completion jobs created
$4.7
dollars leveraged for every ICET dollar invested
$278
million leveraged into the region
$47.9
million disbursed
$49.7
million committed
170
economic development projects
130
projects completed
38%
projects in small (less than 5,000) communities
50+
communities with ICET projects

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