Branding, Campaigns, Print, Social Media, Web Design

Move Up Prince George

Project Overview

The City of Prince George had a goal: to strengthen the local economy by attracting new residents and businesses. They commissioned a workforce intelligence study, with the goal of informing and enhancing its workforce attraction strategy. The study identified the top ten occupations in highest demand in Prince George, in addition to the ten cities from which to recruit. It also reviewed the most important social and economic factors that people consider when choosing where they want to live.

As a result, the study identified the need for a campaign that would be the focus of a new promotional website. The goal of this campaign is to market Prince George in target cities across Canada, in hope of attracting the general population to move to Prince George and assist local employers with their recruitment efforts.

Since the campaign’s initial launch in 2014, KIMBO has continued to lead the Move Up Prince George initiative to date. Through strategic national targeting, KIMBO has played a key role in attracting new residents and businesses to Northern BC, helping to achieve their main goal.

 

View Website

 

What We Delivered:

  • Logo Design & Branding
  • Responsive Website
  • Social Media Stategy
  • Social Media Branding
  • Business Cards

 

  • Transit Ads
  • Billboard Ads
  • Interior Bus Cards
  • Brochures & Pamphlets
  • Media Management & Reporting
 
 

The Challenge

Prince George is a growing, centrally located, mid-sized city in Northern British Columbia. To raise awareness among people living in cities, KIMBO wanted to positively engage with the target audience while informing them of everything Prince George has to offer. Prince George wanted job seekers and local businesses to engage in job searching and posting to fill jobs and stimulate the local economy. To successfully execute the project, a highly strategic and carefully planned approach is necessary.

 

 
The KIMBO Design team were professional, enthusiastic and highly creative. The national advertising campaign was completed on time, and on budget, and resulted in a 908% increase in Facebook likes, 40% increase in Twitter followers and over 64,000 site visitors during the first year. Not only did the project produce incredible results, it received a Gold Excellence in Economic Development Award from the International Economic Development Council. We couldn’t be happier with the service we received, and continue to work with KIMBO Design!
Melissa Barcellos
Melissa Barcellos
Economic Development Officer, Initiatives Prince George
 

The Strategy:

KIMBO Design named the campaign Move Up Prince George, because people have more opportunities in a city of 80,000 people, than in larger cities. In Prince George, people can move up to a more lucrative career faster than in a larger city, where competition is more intense. By showcasing the opportunities and lifestyle in Prince George, the campaign has effectively supported the City with their recruitment efforts across Canada. The hand-lettered logo references a simple, down-to-earth, and authentic script font to capture the essence of Prince George.

2014 “Move Up Prince George” Website launch

2014 “Move Up Prince George” Website launch

The Move Up Prince George website was developed, giving it a friendly and approachable vibe. Throughout the site’s content, facts about the quality of life to promote the benefits of moving to Prince George were incorporated, and personal stories from residents gave the site humanity. The website provides information about events and entertainment opportunities, job postings, the housing market, and neighbourhood landmarks using the interactive amenities map.

Complementary, KIMBO took a multimedia and a multifaceted approach using print and digital marketing strategies. Videos, digital marketing, and print media, were tailored to align with the target demographic. Throughout each medium, we promoted themes of working, family, and affordability, highlighting the lifestyle advantages of moving up North. KIMBO combined visual storytelling and impactful language for people to visualize a life in Prince George and raise awareness of the benefits. Currently, the campaign is on Spotify, Facebook, and YouTube with videos and images, while our bus ads and banners were printed.

2019 “Move Up Prince George” Bus Ads

2023 “Move Up Prince George” Bus Ads

2024 “Move Up Prince George” SkyTrain Ads

2024 “Move Up Prince George” Facebook Engagement Results

2025 “Move Up Prince George” SkyTrain Ads

2025 “Move Up Prince George” YouTube Video Ads

 

Results

The Move Up Prince George campaign garnered Global BC News, the Globe and Mail, and CBC News, and the website’s career search page has attracted job seekers across the province.

Throughout the years, the campaign generated significant visibility across Canada. The most recent campaign from July 9 to November 2024 generated high user engagement on social media, Google search, and website visits, enhancing the public’s perception of the City of Prince George.

2024 “Move Up Prince George” Facebook Engagement Results

2024 “Move Up Prince George” Google Search Engagement Results

Let's create something incredible together!

More Case Studies