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Marketing Whistler through citizen photographers

WhistlerUnfiltered advertising campaign extends into summer



Tourism Whistler's winter marketing campaign was such a hit it's gone from the ski slopes to the bike trails and lakes.

WhistlerUnfiltered, which is the collection of images taken around Whistler and shared with the hashtag #WhistlerUnfiltered, will continue this summer as the main marketing campaign of the 2013 summer season.

"We saw great success with our #WhistlerUnfiltered winter campaign," said Louise Walker, Tourism Whistler's vice president of marketing strategy. "The use of consumer-generated images allows visitors to picture themselves in the moment. It made sense to continue to leverage the power of the power of the people with our summer campaign."

Participation in the winter campaign went far beyond Tourism Whistler's expectations.

There were more than 196,000 visits to the campaign microsite; the goal was 160,000. There were almost 25,000 unique contest entries, far beyond the target of 19,800. More than 17,750 Instagram images were hashtagged and more than 1,750 social shares of the campaign content generated 20,000 visits to the microsite.

"All of this clearly demonstrates the power of social media," said Walker.

To support the summer campaign, Tourism Whistler recently launched the ultimate summer contest, as it did with the winter campaign.

The summer contest features three grand prizes - all-inclusive, five night Whistler adventures for two. The details, rules and regulations can be found at


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