A marketing campaign created by Hothouse Marketing and Tourism Victoria has won gold at an international competition for advertising and PR professionals.
“Love is Welcome Here” – is a campaign aimed at welcoming LGBTQ visitors to the Greater Victoria area.
“Victoria prides itself on being a diverse destination that embraces the LGBTQ community, welcomes new friends and celebrates our shared humanity,” Tourism Victoria’s Acting Director of Marketing and Communications Jennifer Adsett says.
Tourism Victoria approached Hothouse to create a strategic and highly engaging campaign targeting the LGBTQ community and encouraging them to share their experiences through various digital channels.
Hothouse created a map — believed to be the first of its kind in the world — of gender-neutral washrooms in Greater Victoria.
The map, available in print and online, shows washrooms nearest their location when viewing on their mobile phone.
“We were inspired by a story we heard when we attended a LGBTQ Healthy Saanich Sub-Committee meeting in the spring. A transgendered person told us she walks 15 minutes from her work to the local Starbucks because she doesn’t feel comfortable going to the bathroom at work,” Tourism Victoria’s President and CEO Paul Nursey says.
“The gender-neutral bathroom map was her idea, but Hothouse ran with it.
The Love is Welcome Here campaign is available at Tourism Victoria.
The campaign won the top award in the Integrated category at the Hermes Creative Awards.