Case Study: Victoria, BC as a Surfskate Destination

Client: Destination Greater Victoria
Project: Showcasing Victoria as a Surfskate-Friendly Travel Destination

The Challenge
Destination Greater Victoria wanted to highlight unique outdoor experiences that would inspire travel to the city—especially among younger, experience-driven audiences. Our challenge was to position Victoria as not only beautiful, but vibrant and trend-savvy, offering something unexpected and unforgettable.

The Approach
We tapped into the rising popularity of surfskating, particularly among women, identifying it as both a cultural trend and a powerful way to frame Victoria’s mix of urban charm and oceanfront access. With multiple pump tracks, modern skateparks, and a 9.5 km oceanside path perfect for cruising, the city is quietly ideal for surfskaters—but it hadn’t been framed that way before.

To capture this potential, I cast a mix of models who reflected the target demographic and varied skill levels to make the content feel approachable and aspirational. We focused on friendship, fun, and memory-making—positioning surfskating as more than a sport, but an experience. The video was filmed with dynamic, energetic transitions to mirror the joy and spontaneity of a skate day by the ocean.

The Results
The resulting Reel racked up over 15,000 views, placing it in the top tier of Destination Greater Victoria’s content. With over 300 interactions, including 40+ shares and 25 saves, it clearly struck a chord. Those saves and shares are key indicators that viewers weren’t just inspired—they were planning. The post successfully introduced a niche but growing travel trend to a wider audience while positioning Victoria as the perfect place to try something new and make memories.