Bowen Island Urges People to "Tell Your Friends It's Awful Here"
Hayley McGlone — July 6, 2016 — Marketing
References: adweek
In areas with high tourism like Bowen Island, it's not surprising that its permanent inhabitants aren't eager for an onslaught of tourists. Bowen Island cleverly conveys this with its 'Tell your friends it's awful here' campaign.
Chris Staples, a Bowen resident, perfectly explains the thought behind the new campaign, "We love to show off our island, but we don't want it to be overrun with tourists. We want visitors, but only if they really 'get' what makes Bowen special."
There are four animal mascots to accompany the new slogan for the island, which is located in British Columbia. Staples elaborates on the choice of animals, with the buck deer being the lead mascot, as they run the island. The other animals are a seal, an eagle and a slug, with each one representing a key aspect of life on the island.
Chris Staples, a Bowen resident, perfectly explains the thought behind the new campaign, "We love to show off our island, but we don't want it to be overrun with tourists. We want visitors, but only if they really 'get' what makes Bowen special."
There are four animal mascots to accompany the new slogan for the island, which is located in British Columbia. Staples elaborates on the choice of animals, with the buck deer being the lead mascot, as they run the island. The other animals are a seal, an eagle and a slug, with each one representing a key aspect of life on the island.
Trend Themes
1. Anti-tourism Campaigns - Opportunity for tourism companies to create unique marketing campaigns that leverage negative messaging without jeopardizing the appeal of a destination.
2. Local-focused Tourism - Opportunity for tourism companies to promote local aspects of a destination, encouraging a deeper understanding and appreciation of the local community and culture.
3. Humorous and Quirky Branding - Opportunity for companies, beyond the tourism sector, to use humorous and unconventional messaging to engage audiences and differentiate from competitors.
Industry Implications
1. Tourism - Opportunity for tourism companies to create campaigns that both promote a destination's unique features while discouraging mass tourism and promoting sustainable tourism.
2. Marketing - Opportunity for marketing companies to develop creative campaigns leveraging humor and quirkiness that capture audience attention and shift emphasis away from traditional advertising approaches.
3. Community Activation - Opportunity for all kinds of companies to engage with local communities and activate them around their brands or messages using humorous and unconventional strategies for maximum visibility and impact.
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