The Malahat region of the spirit loop is part of a winding stretch of road with sweeping views of the magnificent Finlayson Arm
LANGORD – The City of Langford, in partnership with Sooke to Port Renfrew Regional Tourism Association, Malahat Nation, Malahat Skywalk and Destination BC, announced the formation of a new tourism marketing collective.
The Spirit Loop is positioned to promote unique tourism experiences in Langford, Sooke, Port Renfrew and Malahat regions. The collective was formed in 2019, however, the announcement and rollout of the first campaign assets were stalled due to limited access to tourism businesses and travel restrictions related to COVID-19.
Funding for the project is provided by each above-noted partner with matching funds from Destination BC’s co-op marketing program. The program has been funded for two years, with the campaign positioned to grow and evolve with further support from private sector businesses and other key stakeholders.
In highlighting the significance of the program, Langford Mayor Stew Young said, “We have always collaborated with our neighbouring communities, but this concentrated effort to jointly promote unique tourism offerings and boost the visitor economy in each community is taking it to the next level. We are excited to share the memorable experiences available for visitors to our region. More than ever, tourism businesses need our help, and this campaign will do just that.”
“It is great to see we are working together as one to grow the community and Vancouver Island tourism business. We are excited to invite people to see the beauty of Malahat Territory and the surrounding region. Malahat Nation is proud to be a part of the growth and stand along all communities as they move side by side offering help and do what our people have done for thousands of years and that is to move as one and build as one.” said Chief George Harry, Malahat Nation.
Part of the marketing assets rolled out today includes a short documentary-style film highlighting a 3-night road trip hosted by Derek Juno. The 14-minute short captures the essence of each region and features unscripted interviews and moments caught during the 4-day seamless shoot.
“The intention of the documentary was to approach traditional tourism marketing in a memorable way that captures the journey of a curious, adventurous traveller reconnecting with his own spirit while touring the Loop. Derek did such a fantastic job; we basically told him the route and sent him off with a videographer and photographer, and the rest is the magic that you see captured on film,” says Donna Petrie, Manager of Business Development, City of Langford.
In addition to the short documentary, local musician Vince Vaccaro was hired to write, produce and perform the original soundtrack for the documentary, including one main theme song and multiple interludes. The song will be officially launched by Vaccaro this November on Spotify. The soundtrack will be part of a road trip playlist curated especially for the Spirit Loop campaign.
“This initiative aligns with our commitment to support the sustainable, long-term growth of the tourism industry on Vancouver Island. We are collectively giving travellers a new reason to visit and stay longer and offering locals a way to connect with their natural environment,” says Ken Bailey, General Manager, Malahat SkyWalk. “Visitors are looking for immersive, local experiences that showcase the real Vancouver Island and the people who live here. The Spirit Loop offers that.”
Over the coming days, the marketing assets will be launched, including the short documentary-style film which launches today at spiritloop.ca.
