Tourism Victoria hopes to sell itself as a laid-back accessible getaway for those who want to escape the Olympic bustle. (Sam Bufalini/CBC)

The Winter Olympics may mean boom times for the tourism industry in Vancouver and Whistler but across the Strait of Georgia, the city of Victoria is trying a different tack to attract visitors.

Hotel operators in the B.C. capital are hoping to attract Vancouverites and even some tourists looking for a brief escape from the Lower Mainland crowds.

"Vancouver this February? Busy doesn't even begin to describe it," said one Tourism Victoria radio commercial.

The agency's advertising campaign was dubbed, "Calm on Over."

"A poll came out not long ago that said … about 12 to 15 per cent [of Vancouver residents] wanted to get out during the Games," said Tourism Victoria CEO Rob Gialloreto.

"So, our message is … why not stay close to home in Victoria, where you might feel like you're away but you're not that far?"

Careful pitch

Tourism promoters have had to be careful how they pitch their message.

"There are very tight restrictions on using any of the words or logos or emblems around the Games," said Gialloreto.

Gialloreto said he can understand why Vancouver's Olympic organizing committee (known as VANOC) protects the Olympic-related marks and logos and sponsors who have paid huge fees to use them.

"But it does make it a challenge for us to reap any short-term or immediate benefits," he said.

In the long term, Victorians will benefit from the exposure B.C. gets in the Olympics, Gialloreto said.

Meanwhile, the interim strategy is to promote the city as an escape but take care not to make any direct reference to the big sporting event that cannot be named.

Sherry Mack, who was selling traditional Cowichan sweaters on the causeway in front of the Empress Hotel, agreed with the approach.

"It's beautiful here. Nobody's in a rush," she said.