Kitimat, BC: It’s Not for Everyone campaign
CLIENT: Regional District of Kitimat-Stikine
PROJECT: Resident Attraction Campaign
/ Services Provided
Branding + Design
Advertising + Ad Buying
/ Kitimat, BC: It’s Not for Everyone campaign
How do you persuade people to move to a remote northern town they’ve never heard of—a place low on big-city amenities, but high on rainfall?
By telling them it might not be for them.
The cheeky Kitimat, BC: It’s Not for Everyone campaign was the latest in our three-year workforce and resident attraction marketing initiative for the District of Kitimat and the Kitimat Chamber of Commerce.
It put the town firmly on the map.
/ A small town problem
Like many small BC towns, Kitimat (8,000 residents) was experiencing a population decline and needed to attract new workers and residents to sustain services and local businesses.
Our research showed that while awareness of Kitimat is chronically low, many Canadians are open to relocating to places that offer competitive wages, affordable housing, nature, and community— all benefits Kitimat delivers in spades.
But, its heavy rainfall and end-of-the-road vibe were potential turnoffs.
/ A big-impact solution
Instead of sidestepping perceived drawbacks, our strategy—deeply rooted in market intelligence and audience segmentation—leaned into them as the campaign’s creative springboard. A tiny town becomes a desirable family-oriented community. Remoteness brings tranquility and escape from the crowds. Frequent rain supports lush forests and outdoor adventure. We focused on priced-out urbanites, new Canadians, tradespeople, and nature lovers, engaging them with transparency and a self-aware humour that cut through category clichés.
Kitimat, BC: It’s Not for Everyone launched with a tongue-in-cheek video featuring Stefan, a real Kitimat resident. His endearing day-in-the-life account gave viewers insights into the town’s character, quirks, warmth, epic landscapes and lifestyle. It resonated widely, earning organic media coverage and strong engagement, with follow-up cutdown videos sustaining momentum.
Online we sparked national and global buzz with fictitious ‘products’ inspired by the realities of Kitimat.
Scroll-stopping creations like Salmonade, Moss Butter and Shuckem’s Oyster Candy turned curiosity into clickthroughs to the Kitimart™ store landing page. There, people explored the products, (some even tried to buy them), and discovered Kitimat’s work opportunities and unique quality of life.
What began as entertainment became education and lead-generation with potential new residents requesting more info or connecting with a Kitimat representative.
/ The Results
The refreshing candour of the campaign paid off.
At least 25 new residents have now moved to Kitimat, with more on their way. Proof that, while Kitimat’s certainly not for everyone, for some, it’s the home they’ve been searching for.
- 7.4+ million social + digital impressions
- 50,000+ social clicks
- 151,000+ web visits
- 1,000+ hours video watch time
- 400+ qualified leads
- 8+ media coverage pieces
- 25+ new residents
- 100+ new e-newsletter subscribers
- 8 stakeholders in high-need employment sectors amplified the campaign
- 50+ engaged directly through coordinated outreach and launch activities
Impressions
(millions)
Video Watch Time
(hours)
Social Clicks
Web Visits
