Vancouver 2010 Initiatives
YVR Connections project
CHALLENGE
With extremely limited time and client-side resources, the Communications Team at the Vancouver Airport Authority (YVR) needed to establish a strategic and creative approach to help promote the 2010 Olympic (and future) initiatives. Additionally, YVR needed to manage and train numerous internal stakeholders and content providers and any solution would have to be secure and could not interfere with the existing YVR.ca site.
STRATEGY
M2O Digital Agency’s approach was to create “YVR Connections“, a secure, independent microsite linked from YVR.ca that could be easily managed and maintained while still supporting YVR’s corporate mandate. We would design and launch a microsite that included professional (and internally produced) video, photography, and customized social media management tools. Content could be updated quickly and easily and did not interfere with YVR.ca in any way. The YVR Communications Team would be able to repurpose existing content while also nurturing a strong relationship with the online community.
Once established, YVR Connections would provide online visitors with relevant engaging multimedia content and a compelling reason to return to the site often. The site would grow organically during the initial phase then be supported with targeted social media initiatives and leveraged by established mass communications. Additionally, the microsite would provide YVR with the means to address PR issues quickly and efficiently.
CREATIVE AND EXECUTION
YVR Connections became a powerful tool for the YVR Communications Team. It featured regularly updated multimedia content including professional produced videos and still photography, regularly updated blog entries, social media widgets, and other relevant information for YVR clients. All messaging was vetted by YVR Communications and supported corporate guidelines while establishing and authentic YVRConnections “voice.” Once established, M2O transitioned management of the YVRConnections microsite to YVR internal staff and continues to provide strategic consultation and support.
RESULTS
- Over 100 unique daily visits, thousands of monthly interactions
- YVRConnections has become a valuable promotional and communications resource
- Over 40 positive media hits directly linked to content from YVRConnections.com
TESTIMONIAL
“The expertise that M2O has provided Vancouver Airport Authority in video production, website development and social media has exceeded our expectations. M2O understands us. The dynamic nature of our business often means we need a great product on a tight deadline. With minimal direction, M2O takes up a project and delivers exactly what we want… and then some. We thoroughly enjoy working with M2O’s enthusiastic and professional team, and would highly recommend them to businesses looking to create outstanding media products.”
- Rebecca Catley | Director, Communications at YVR