Vancouver is a popular city for tourists in the summer, less so in the fall and winter. Destination Vancouver is looking to change that with a new campaign that encourages Californians to travel north where they can “Find Your Refresh” during the colder seasons.

In collaboration with Vancouver creative agency Will, the campaign leans into different interpretations of “refreshing,” all against the backdrop of the city’s proximity to nature. Familiar highlights include strolling on Granville Island, braving the cold with a plunge in Deep Cove and Michelin Star dining what would normally be considered off-season.

Stefan Hawes, VP of global marketing with Destination Vancouver, tells strategy the campaign focused on Vancouver in the fall and winter since the city attracts the majority of its visitors in the summer months.

“There were many insights that led to the new brand strategy,” Hawes says. “One key one is that Vancouver is one of the very few cities where visitors feel rejuvenated and invigorated following their visit. For most destinations, you need a vacation to recover from your vacation. In Vancouver, you’re going to be refreshed by the city and the natural environment it is immersed in, so that you feel better when you return home than when you left.”

Lisa Lebedovich, ECD at Will, adds that the campaign highlights the ways the city encourages well-being, especially as it relates to its connection to water.

“Whether it’s a bike ride along the seawall, sipping on some cocktails, or taking in the views after a hike on one of our local mountains, Vancouver offers a feeling of invigoration and refreshment in so many ways,” Lebedovich says. “Bringing that range of sensations to life was a key focus for this campaign.”

The campaign is an articulation of a refreshed brand strategy for Destination Vancouver that was developed in partnership with Will, Hawes explains. After listening to travellers from around the world, the industry and the Vancouver community, it decided to roll out a new strategic approach in 2024. “But the brand is Vancouver, a city, not a product we own, so it’s always going to be an evolution about how we speak about the city, not a radical transition,” he adds. “This new campaign brings that evolved brand strategy to life.”

Another “huge opportunity” ahead of Destination Vancouver is that the city will be one of the hosts of the 2026 FIFA World Cup, Hawes says, “and this is the first step in us telling the next chapter of our story.”

The campaign launch includes OLV, out-of-home, digital and social media placements as well as an experiential activation at L.A.’s Crypto.com Arena that includes a multi-sensory journey into an infinite Vancouver rainforest. The videos feature original music in collaboration with local Vancouver musicians Kurt the Violinist, Shelailai and Yu Su.

The 14-week campaign runs across L.A. and San Francisco.