Geographic Segmentation Spans from Pemberton to Boston Bar The geographic scope for this campaign will reach from Pemberton, North of Whistler, along the Sea to Sky Highway, down through the Lower Mainland, and up to Boston Bar as per Figure 4. There were 1.52 million registered vehicles between Pemberton and the Boston bar in 2011. The 2006 Canadian Census recorded 2.36 million people living in the region (PCensus, 2013).
Figure 3: Eco-Freez Distribution Area
Focused In the Greater Vancouver Regional District To increase the effectiveness of the campaign, communications will target the primary market where they are most concentrated; the Greater Vancouver Regional District (GVRD). The GVRD’s population grew nearly 10 per cent since 2006 to a total 2,313,238 (Metro Vancouver, 2011) in 2011.
High Quality of Living Over the past decade, Vancouver has consistently ranked first on the world’s most livable cities list (The Huffington Post Canada, 2012). Vancouver is one of the world’s top five most sustainable cities, leading the world in hydroelectric power – making 90 per cent of its own energy supply. Many residents are aware and in favor of Vancouver’s aspirations of becoming the world’s greenest city by 2020 (d'Estries, 2011).
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