First Choice International runs guided tours across British Columbia for international students, but seats weren't filling. The goal was simple: sell out the tour roster.

As campaign manager, I embedded directly into the tours, producing video content on location and coaching students to create their own footage alongside mine. I developed student testimonial content that spoke peer-to-peer, targeting prospective students in the language they actually respond to.

The campaign sold out every tour on the roster. Demand for the Victoria tour exceeded capacity, requiring a second bus to accommodate student volume