Surrey Board of Trade · Professional Services
About Surrey Board of Trade
The Surrey Board of Trade (SBOT) attracts businesses to Surrey while also supporting companies located there. Economic opportunity, workplace development, education, international trade, government advocacy, and business connections are SBOT's primary service offerings.
The Surrey Board of Trade approached Blue Meta to help craft and launch a local community campaign that would encourage people to support local businesses — but without actually saying it. The goal was to create something that would resonate with local consumers in a meaningful way.
2021: one year into the global pandemic. Surrey businesses were feeling the impact of health restrictions and reduced customer traffic. Typical messaging urging people to 'buy local' was getting tiring and there was a sense that many were starting to 'tune out.' Something new was needed — something that would resonate.
The team focused on two positive message approaches: Show Gratitude — depicting the heartfelt impact of people who shopped local during Covid — and Social Community Impact — showing how SBOT members' services could help alleviate stress and boredom. #ThankYouSurrey became the overarching hashtag. A high-production hero video profiled local businesses and doubled as an Instagram growth ad.