Tourism Vancouver has become Initiative Australia’s latest client partner for 2019, following a successful collaborative ideation process with McCann West in Vancouver, Canada.

Initiative’s new Tourism Vancouver assignment covers media strategy, planning and buying with the highest priority in digital media, targeting the older echelons of the millennial demographic as well as baby boomers.

Initiative Australia CEO, Melissa Fein said: “Vancouver is highly visible to Australian travellers as both a primary destination and the western gateway to Canada.

“The city has very rich and diverse cultures and our work will be designed to highlight the attractiveness of Vancouver on many levels.”

McCann West Canada president, Karen Pearce said: “The working partnership with Tourism Vancouver, Initiative and McCann demonstrates our effectiveness and creativity across the global network to tap into the nuances in each of Tourism Vancouver’s target markets.”

Initiative’s Tourism Vancouver assignment is the ninth win for the agency this year.