Road to Recovery: New tourism marketing campaign leans into island life


In this week’s segment of Road to Recovery with Douglas Magazine, CHEK’s Hannah Lepine chats with Jamie Sterling, the marketing coordinator of Southern Gulf Islands Tourism.

Have you ever booked a vacation and thought, all I want to do on this trip is absolutely nothing? Well, a new tourism marketing campaign is encouraging visitors to the Southern Gulf Islands to come and do just that.

The campaign is dubbed Nothing Is The New Something, and it invites guests to lean into the island lifestyle by asking them to be anything but busy.

In the episode, Sterling tells us the inspiration behind the campaign and what regenerative tourism means.

READ MORE: Road to Recovery: The circular economy

Road to Recovery is produced in partnership with Douglas Magazine.

Hannah Lepine

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