COME TO LIFE CAMPAIGN
What makes you wonder? What lets you wander?
ClientLac Ste. Anne CountyServicesBrand strategy, videography, web development, digital advertisingYear2019Linkcometolife.ca
The Client
Lac Ste. Anne County is a diverse, resource-rich municipality in rural Alberta, known for its picturesque landscapes, vibrant agricultural communities, and the iconic lake from which it takes its name. While a beloved destination for regional recreation, the County faced the challenge of translating its natural beauty and authentic character into a cohesive brand identity that could attract a broader audience. The client sought to elevate its profile from a weekend getaway spot to a year-round destination for tourists, business, and new residents.
The Challenge
The County’s primary challenge was a perception gap. While rich in history, natural beauty, and dedicated people, these assets were not unified under a single, compelling narrative. Marketing efforts were fragmented, focusing on individual attractions rather than the collective experience of the region. The goal was to create a destination marketing campaign that would:
- Articulate the County’s unique brand identity.
- Showcase its diverse offerings—from local businesses and heritage sites to the people who call the region home.
- Leverage the County’s authentic charm to attract visitors and investment.
- Generate measurable increases in tourism, community engagement, and economic activity.
Our Solution
We developed the campaign called “Come to Life.”. The name itself is a promise: it brings to life the vibrant, living elements of Lac Ste. Anne County that often go unnoticed. The strategy moves beyond traditional tourism marketing, which typically focuses on static landmarks. Instead, it is built on a foundation of authentic storytelling, highlighting the people, businesses, and experiences that animate the region.
The core creative concept was to show, not just tell, what makes the County special. This involved capturing genuine moments of community, entrepreneurship, and natural wonder through high-quality visual content. The campaign would be a celebration of the community, designed to make potential visitors feel a personal connection to the region before they even arrived.
Implementation
The “Come to Life” campaign was rolled out as a multi-platform initiative to ensure maximum reach and impact.
Content Creation: We deployed a dedicated film and photography crew to capture the heart of the County. The assets included a series of short documentary-style videos featuring local business owners, community leaders, and artists, as well as a rich library of high-resolution images showcasing the natural environment and local landmarks in a way that had never been seen before.
Website Redesign: The County’s tourism website was completely overhauled to become the central hub of the campaign. The new site was visually driven, with a clean user interface that seamlessly integrated the new video and photo content, making it easy for visitors to discover attractions, plan itineraries, and learn about the local businesses.
Social Media Campaign: The campaign lived and breathed on social media. We executed a strategic paid and organic social media campaign on Instagram, Facebook, and YouTube, using compelling short-form video clips and stunning photography. The content was tailored to specific audience segments, such as families seeking outdoor adventures, foodies looking for local culinary experiences, and young professionals considering relocation.
Targeted Outreach: We conducted targeted outreach to regional and provincial media outlets, offering exclusive access to our content and helping to place articles and features that highlighted the County’s newfound destination marketing brand.
Quantitative Benefit
The “Come to Life” campaign yielded impressive and measurable results, demonstrating a significant return on investment:
- 215% Increase in Website Traffic: The new campaign hub saw a massive increase in unique visitors, indicating a strong surge in interest. The average time on page also increased by 75%, suggesting deeper engagement with the content.
- 2.5 Million Video Views: The campaign’s video series generated more than 2.5 million views across all platforms, with a significant completion rate, particularly on the short documentary features.
- 35% Increase in Community-Generated Content: The hashtag #ComeToLife was widely adopted by residents and visitors, leading to a 35% increase in user-generated content, which amplified the campaign’s message and showcased the community’s authentic voice.
- Increased Media Mentions: The campaign secured over 20 positive media mentions in major publications and online travel blogs, generating valuable third-party credibility.
- 15% Growth in Tourism Inquiries: The County’s official tourism office reported a 15% year-over-year increase in direct inquiries from individuals and tour operators interested in visiting or partnering with local businesses.
User-Centric
Shop the County continues to grow as new local businesses create accounts and add new listings. All of this UGC content is easily moderated via an intuitive administration dashboard.
Business Builder
We’ve empowered local business owners with a marketing tool that’s super simple to use. We’ve also given shoppers in Lac Ste. Anne an expansive directory of local goods and services.
“Tangent Civic brings the perfect blend of creativity and professionalism to their work. Everything that Tangent has designed for us, from marketing strategy to print design to the new website, has been executed to the highest standards.”
Nick Gelych
Deputy Reeve, Lac Ste. Anne County
Can you envision bringing something like Shop the County to your municipality?
At Tangent Civic, we don’t just consult; we leverage decades of niche expertise to help community leaders turn their ambitious visions into reality. We hit the ground running with any engagement, delivering tangible results quickly, effectively and on budget.
If you’re ready to move beyond planning and see real progress, let’s talk.
