Destination BC is targeting Torontonians between the ages of 35 and 55 with a new campaign in partnership with the Toronto Star.

The Toronto campaign, with media by Jungle Media Vancouver and creative from Dare Vancouver, is aimed at driving consumers to the 100 BC Moments website where they can get an idea of the things they can do in the province, Carol Nelson, acting executive director, marketing, Destination BC, tells MiC.

To reach the target, Destination BC wanted to use a traditional platform in a not-so-usual way so it worked with the Toronto Star to install orca whale sound chips in 250 of the paper’s boxes around the city, which sound when the box is open. The partnership also includes a four-page wrap with an ocean-print polygraph bag that when removed makes an image of a whale “jumping” out of the water.

“Our campaign is built around the three pillars of inspire, connect and capture,” she says. “Inspire is what we are trying to do by working with the Toronto Star, to break through the clutter and kindle the interest in BC to people who already have an awareness of BC and have demonstrated they travel out of province.”

The execution with the Star will run throughout the month of May in print as well as on the paper’s iPad app, all driving consumers to the Destination BC website, says Nelson.