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TransLink wins BCAMA Marketing Excellence Award

TransLink wins BCAMA Marketing Excellence Award

TransLink’s Tap In to Win sweepstakes campaign is the winner of a Marketing Excellence Award from the British Columbia chapter of the American Marketing Association (BCAMA) in the single integrated campaign (direct-to-consumer) category.

The prestigious award recognizes and celebrates companies in the province who demonstrate marketing excellence and expertise that drives success in meeting the objectives of specific marketing activities, campaigns, and ​events.

Tap In to Win ran from winter 2021 to spring 2022. As everyone transitioned back to more normal routines, we wanted to continue supporting our customers in exploring, reconnecting and rediscovering Metro Vancouver with the added opportunity to win some amazing prizes from great local partners.

We gave away electric bikes, “stay and play” packages (that included a hotel stay, restaurant gift card, and a voucher to a local attraction), a vacation with BC Ferries, a sports fan experience package, annual Compass Cards, and the grand prize of a $10,000 flight voucher.

Data showed the campaign attracted new customers and increased the frequency of ridership for regular customers.

This campaign built upon the Reconnect campaign, which ran earlier during summer through fall 2021. This campaign had three main objectives: making customers feel safe, normalizing transit use, and offering a better reason to ride.

We invited customers to ride transit as they sought to reconnect with local sights and experiences across Metro Vancouver. As part of this, many local tours and attractions offered 25 per cent off admission through Viator (arranged by Destination Vancouver). We also partnered with Fraser Health to roll out the Mobile Vaccine Bus to make it as easy as possible for people to get their COVID-19 vaccine and delivered an exhibit at the PNE Fair.

The campaign was created to not only stimulate a return to transit, but also support our region and the comeback of our economy.

TransLink was among a group of esteemed finalists for the 2022 Marketing Excellence Awards. Other finalists included CBC, Coast Capital, Colliers, the Full Circle First Nations Performance Society, the Knowledge Network, KPMG, the University of British Columbia, and Vancity.

The BCAMA is a not-for-profit society whose goal is to create a community of BC marketers who make meaningful connections with one another and who grow professionally through thought leadership and learning. The BCAMA describes itself as the province’s leading marketing source since 1955.


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