2010 Olympic Torch Relay Social Media Campaign

The Challenge

Tourism British Columbia sought to showcase province-wide tourism destinations and experiences to a world-wide audience focusing on events prior to and during the 2010 Vancouver Olympic and Paralympic Games.

Our Role

While on secondment to Tourism British Columbia, Paul Clark created and directed a social media campaign to highlight provincial tourism attractions located around the route of the Olympic and Paralympic Torch Relays. Online viewers experienced 48 daily videos capturing Relay events and tourism storylines. Viewers were invited to join the journey and provide ongoing input via an integrated strategy involving YouTube channels, Facebook, Twitter and partner websites. The concept was expanded to a Canada-wide scale, drawing partnerships with the Canadian Tourism Commission, the Vancouver Organizing Committee and Torch Relay sponsor, Coca-Cola.


The campaign generated an online community of 400,000 people in 21 countries who followed the video series across Canada and engaged in an ongoing discussion. The campaign also helped to drive 2 million online visits to Tourism BC’s website from viewers seeking vacation and booking information on provincial destinations.