Resident Attraction and Economic Development Video Marketing for Prince George

The campaign brought together strategy, video, content, design, paid media, and reporting. Resident attraction and investment attraction needed different messages and formats. We planned those differences together so the assets could serve their audiences while remaining recognizable as Prince George communications.

Context & Challenge: One City, Two Audiences, Big Goals

Prince George was known for access to nature and relative affordability. The city wanted to present those lifestyle benefits to prospective residents while also communicating its economic opportunities. We needed an approach that could address families, remote workers and professionals without asking investor content to do the same job.

We had to:

• Position Prince George as a viable relocation destination for families, remote workers, and professionals seeking affordability and lifestyle
• Make a case to investors that this was a smart place to build, especially in the hydrogen, clean energy, and logistics sectors
• Create content that felt real, local, and emotionally resonant, without falling into stock footage territory or sounding like a generic city video

The campaign needed a wider set of materials than a single brochure or website. We planned the ongoing content alongside the city’s investment collateral, so the team could use relevant assets in social channels, outreach and meetings over the campaign period.

Our Approach: A Dual-Track Digital Marketing Campaign for Cities

Our strategy split into two clear tracks:

1. Lifestyle Campaign → Targeted prospective residents through visual content (video + photo) and social media campaigns, mainly on Instagram and Facebook.
2. Investment Campaign → Targeted economic development audiences through messaging on LinkedIn, digital presentations, and sector-specific content for clean energy and infrastructure opportunities.

We worked with Prince George’s economic development, communications and tourism teams to agree on the messages. The resident and investor tracks could then use different examples while sharing the city’s broader positioning around lifestyle and opportunity. The approval process helped keep the content consistent as it moved between teams and platforms.

Creative Process: Human-First, Data-Informed Storytelling

We kicked things off with a discovery sprint: stakeholder interviews, story mining, local scouting, and trend analysis. From there, we built the backbone of the narrative around two central promises:

• For residents: relative affordability alongside quality of life.
• For investors: "There’s room to grow here, with workforce, land, infrastructure, and political will."

We filmed across multiple seasons, capturing family life, outdoor recreation and community events. Interviews with economic leaders and municipal officials supplied material for the investor presentations. The production plan had to provide both kinds of content, with enough local detail to show Prince George rather than relying on generic city footage.

We handled:

• Scriptwriting and interview prep
• Aerial drone coverage and on-location lifestyle b-roll
• Talent sourcing from within the community
• Voiceover sourcing and audio production
• Photo shoots for use in web, print, and social campaigns
• Content structuring and visual hierarchy for presentations

Execution & Deliverables: High-Impact Digital Marketing for Municipalities

Over four months, our team produced and deployed:

• 200+ assets, including 15 short-form videos, 50+ edited photos, 6 investment presentations, and 3 lifestyle campaigns
• Detailed investment prospectuses, including hydrogen hub and logistics sector deep-dives
• Social media campaigns, segmented by audience and platform:
  • Facebook and Instagram for lifestyle stories
  • LinkedIn for investor messaging
• Community testimonials: short videos and photos capturing real stories from residents and local businesses
• Sector-specific landing decks with modular design, so economic development teams could tailor by opportunity

Every piece was formatted for easy distribution across print, digital, and event settings. And we designed templates the city could keep using well after the campaign ended.

Reported Reach and Qualified Investment Interest

The campaign reporting covered audience reach, engagement and the use of the investment materials. Its investment-interest figure describes qualified potential opportunities, which is a different measure from funding received or completed projects.

Impact Metrics:

• 750,000+ reach across digital platforms (organic + paid)
• $50M+ in qualified investment interest generated from deck distribution and LinkedIn campaigns
• 15+ formal investment presentations delivered using Setsail materials
• 200+ creative assets handed off to city teams
• 40% above-average engagement rates across Facebook, Instagram, and LinkedIn
• 60% cost-of-living differential highlighted in lifestyle messaging (benchmarked against Vancouver)

Investment campaign formats. The investor track used LinkedIn content, deck distribution and formal presentations. The creative and sector messages were adapted to those settings, keeping the information available for both initial outreach and a more detailed discussion.

Lessons Learned & What’s Next

Working with cities means navigating multiple stakeholders and public accountability. That’s why we built in tight approval loops and feedback sprints. We learned that when you get alignment early and let real stories lead, the rest comes together fast.

The resident-focused content supported the wider economic development story by showing the community alongside the investment information. The two tracks still had separate jobs. Lifestyle material gave potential residents context for a move, while sector presentations addressed the questions investors and partners would bring to a meeting.

Next steps include supporting the City of Prince George in refreshing content seasonally, extending the messaging into paid search and display, and developing new materials for upcoming real estate and infrastructure initiatives.

We’re proud to have helped create a system that delivers not just short-term attention, but a long-term marketing foundation the city can continue building on.

If your municipal or regional government is planning resident-attraction or investment communications, Contact Setsail Marketing to book a Growth Strategy call. We can review the audiences, available information and production requirements before recommending the campaign scope.