Television, web used to lure visitors to city

Part of Vernon’s spring marketing campaign is being directed towards sponsoring road reports on TV

Technology is changing the way Vernon promotes itself to tourists.

Part of the city’s spring marketing campaign is being directed towards sponsoring road reports on TV in Vancouver, Calgary and Edmonton and that’s because people are increasingly using personal video recorders (PVR) to record favourite programs for viewing later.

“Most people fast-forward through ads so we want to be where people are paying attention such as road reports,” said Michelle Jefferson, tourism manager.

The campaign is also focused on digital advertisements such as those found on Facebook.

“They can target key markets,” said Jefferson.

“They can just show up on people’s computers.”

Advertisements are also being ran on radio stations in Vancouver, Edmonton and Calgary, as well as in newspapers.

“It’s very similar to what we did last year and it was very effective,” said Jefferson of the campaign approach.

“We’ve been pleased with the results.”

The spring marketing campaign will cost $70,000, with $28,000 coming from the Thompson-Okanagan Tourism Association.

“This support will add an additional 81 30-second radio commercials on three stations in Vancouver and will double our digital efforts,” said Jefferson.