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Clever British Columbia Tourism Ad
"Beautiful British Columbia" is what it says on automobile license plates in these parts and why not? When the heavens dump as much water on such a mountainous landscape, it's bound to be green and beautiful, filled with streams, lakes and waterfalls!
Tourism plays a huge roll in British Columbia's economy, accounting for nearly $5.5 billion dollars in 2006 (about 4% of the Province's GDP). One out of every 15 jobs is in the tourist industry. Unlike timber and fishing, tourism is actually a booming industry in B.C., growing nearly 5% a year since 2004.
As a result, clever people at advertising agencies are hard at work, coming up with new ways to make a British Columbia vacation sound irresistible. One such print ad landed in our mailbox (courtesy of the previous owner). It was an ad extolling the beauty of the province with a 6-inch by 9-inch photograph of a lone canoeist on Emerald Lake, in Yoho National Park. Using a lenticular printing process, the image transforms from one to another, depending on the viewing angle. One image is a the photo, with a puzzle grid overlain and a piece of the puzzle is missing (the canoeist). The tag line at the top reads, "The only thing missing ... ". The other image is the original photo (no jigsaw grid and no missing canoeist) and the tagline is completed, to read, "The only thing missing is you".
It's not your typical print ad. It was made by Tourism BC, to promote their 2008 BC Escapes Guides. I thought of a way, using CSS styling, to do something similar on a web page, so a had a play and came up with the image on the left. (The photo isn't identical, but it is of the same Emerald Lake in Yoho National Park. The photographer - Tom Dempsey - lives in Seattle and graciously donated the image.)
Hover over the image to see an online version of the lenticular ad effect.
To see the original print ad and learn more about tourism in British Columbia, read on
The Original Advert