We Love Delta
SHOP LOCAL CAMPAIGN
DELTA, BC
The business and tourism experts behind the “We Love Delta” campaign know that local businesses are the beating heart of a community. When people shop locally, they’re not just buying a cup of coffee, they’re funding parks, helping to pay the wages of people in their neighbourhood, and reducing their carbon footprint.
We Love Delta is an economic initiative supported by the City of Delta, the Delta Chamber of Commerce, Tourism Delta and local business associations. It was created at the height of the pandemic to support local businesses in Delta, BC’s three distinct communities: Ladner, Tsawwassen and North Delta.
THE ASK
As the pandemic wore on and became the “new normal”, the team at We Love Delta approached Indalma for help evolving their brand and messaging. Our task was to reposition the story from one of business resilience in tough times, to an ongoing story about the benefits of shopping locally, and to raise awareness about all that Delta businesses and destinations had to offer. The project was equal parts destination marketing and a “Buy Local” campaign.
THE WORK
Indalma began with a target market analysis that identified the challenges and opportunities in reaching residents, workers and visitors in each Delta community, along with some suggested strategies across a range of channels. Then, we conducted a website audit to see how the existing website could be restructured to host the new messaging.
Our content goals for the site were to raise awareness about Delta businesses, show the connection between a strong local economy and a thriving community, and encourage tourists to visit more local businesses while they were here. Later in the year, users would also be able to download passports with a list of activities that would make it easy to plan a day in Delta. Our team created new content throughout the site, including Day Trip itineraries that included suggestions for local shopping and dining.
In telling the We Love Delta story, it was important to increase exposure for a wide range of Delta businesses – not just the shops and restaurants on Main Street. Our team collaborated with FlueVog Films to create four videos that allowed us to tell a bigger, more emotional story – from streets imagined without local businesses, to the industrial parks whose payrolls reach deep into the community. Our team then took the video scripts and website content we’d created and used them to create a series of Instagram Reels and content templates that could be rolled out at @welovedeltabc throughout the year.
The We Love Delta brand will continue to evolve as the community’s needs change. As local residents, we were happy to be involved in this campaign that helped to shine a light on all the reasons why Delta is a great place to live, work and play!
OUR SERVICES
Project management
Target market research, analysis, and strategy
Website audit
Website copywriting
Scriptwriting for videos
Instagram Reels
Social media templates
