Tourism New Westminster’s quest to find a contestant on The Price is Right has earned provincewide accolades.
The local tourism organization’s #SearchForPhillip campaign recently won the Innovation Award at the BC Tourism Industry Awards gala in Victoria. This award recognizes an individual, organization or consortium that has embraced the opportunity to think outside the box and develop an innovative project, initiative, service experience or campaign that pushes the limits of how the tourism sectors have traditionally operated.
"We are extremely honoured to receive the Innovation Award for our #SearchForPhillip campaign,” said Jasmine Crisp, marketing coordinator at Tourism New Westminster. “The success of the #SearchForPhillip campaign was made possible by the dedication, passion, energy, and collaboration of the entire New Westminster community.”
Philip Fitzpatrick, a resident of Phoenix, Arizona, attended a taping of The Price is Right game show in August 2023, but the episode didn’t air until Nov. 13. When the episode hit the airwaves, viewers learned he’d lost out on winning an all-expenses trip to B.C. – including a six-night stay at the Inn at the Quay – after over-estimating the value of the six-night vacation, guessing it would cost $8,280US when it was $5,280US.
Tourism New Westminster quickly launched a #SearchForPhillip social media campaign, with the goal of bringing The Price is Right contestant to town. Fitzpatrick visited New West from Dec. 5 to 9, during which time he took in local sites, dined at local restaurants, and met with local community members.
Tourism New Westminster highlighted Fitzgerald’s visit with posts on various social media platforms.
“One of the most impactful aspects of this campaign was how it reminded everyone of the importance of storytelling and making tourism about the people,” said Gerardo Corro, executive director of Tourism New Westminster. “By focusing on Phillip's story, we were able to capture hearts and imaginations across Canada, the U.S.A., and even further, while promoting our beautiful city.”
During his time in New Westminster, Fitzgerald’s visit and the Tourism New Westminster campaign were featured in local and national media coverage.
“A heartfelt thank you goes out to Tourism Industry Association of BC (TIABC), Vancouver, Coast & Mountains Tourism Region and all our other partners and allies within B.C.'s tourism and hospitality industry. A special thank you to the invaluable support from the media, who played an important role in amplifying our message,” Crisp said. “And, of course, thank you Phillip – you are awesome!”
The 2024 BC Tourism Industry Awards were awarded at the awards gala evening during last week’s 2024 BC Tourism Industry conference in Victoria.
“The success of the #SearchForPhillip Campaign emphasizes Tourism New Westminster's dedication to pushing the boundaries of traditional destination marketing and embracing the power of storytelling to connect with audiences in meaningful ways,” said a Tourism New West news release. “Tourism New Westminster remains committed to promoting the city in innovative ways, as a premier destination for travellers seeking authentic experiences, rich history, and vibrant culture. This is why New Westminster is known as the city #WhereStoriesMeet.”
