Tourism groups join forces for ‘Handpicked in the Valley’

Tourism Abbotsford has entered into a partnership with Tourism Langley and Tourism Chilliwack, to leverage their destination marketing funds to target their common markets.
The destination marketing organizations work independently to target their identified markets; however, the communities recognize that by combining resources, their efforts will be more effective and efficient.

Tourism Abbotsford has entered into a partnership with Tourism Langley and Tourism Chilliwack, to leverage their destination marketing funds to target their common markets.

The destination marketing organizations work independently to target their identified markets; however, the communities recognize that by combining resources, their efforts will be more effective and efficient.

“We all agree that by working together to create a multi-jurisdictional marketing campaign, we will benefit more than by working independently. Creating routes by combining key products for each community will only strengthen people’s awareness of the Fraser Valley,” said Deborah Kulchiski, executive director of Tourism Langley.

Alberta is one such common market and will be the launching pad of the new campaign.

“Handpicked in the Valley – Where Adventures Take Route,” is the brand and positioning statement developed by the group.

This is not the first time the organizations have worked together. The Regional Circle Farm Tour marketing initiative, which has been in existence since 2004, is a partnership between five Fraser Valley communities.

Routes will be created to target leisure travelers, linking the three communities through their unique Fraser Valley products. Visitors can tee-off while watching the sun rise, spend the afternoon fishing in the world-classed Fraser River and finish the day sipping local wine.

Promotional tools such as the website, www.handpickedinthevalley.com, will be launched this spring.