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Destination British Columbia entices tourists with $6.7m global campaign
Destination British Columbia is hoping to lure international visitors with the launch of The British Columbia Effect – Find Yourself: an extensive CA$6.7M marketing campaign.
It is designed to drive demand for travel to BC this year and into 2023 from key source markets, including the UK.
The campaign leverages the global brand platform, The BC Effect, which aims to inspire travellers to awaken a deeper connection, gain a different perspective, and find themselves in British Columbia.
It taps into BC’s wide-open spaces, nature, wildlife and authentic experiences, with Canada’s westernmost province well-positioned to meet all their expectations.
The campaign is driven by content to immerses consumers in British Columbia’s nature, showcasing BC’s rainforests, mountains, the ocean, wildlife, cities in proximity to nature, Indigenous experiences and sustainability.
Trade-facing tour operators taking part include Audley Travel, First Class Holidays, My Canada Trips and North America Travel Service.
Dedicated e-shots and trade events are among the planned support on offer to help travel agents capitalise on increased awareness generated by TV, video, newsprint, magazine and digital ads.
For additional resources agents can sign up to the BC Content Hub which contains images, videos, b-roll, travel stories, maps and more.
Lisa Cooper, Destination BC’s UK Travel Trade Director, said: “The British Columbia Effect – Find Yourself campaign will share the authentic values of BC’s nature with potential visitors, creating an emotional connection with the province.”
“We are looking forward to working with our tour operator and travel agent partners to turn that into meaningful holiday experiences.”
International travellers are key to a full recovery of British Columbia’s tourism industry, as they spend more time and money in the province compared to domestic.
Pre-Covid, international travellers represented approximately 25% of visitor volume to BC, but that rises to about 50% for visitor spending.
The Government of BC also recently announced an additional $6 million of funding for Destination BC to help support international marketing efforts through to 2024.
Links and Resources:
- Up-to-date Know Before You Go travel information
- The BC Effect video
- The BC Effect campaign landing page
Learn more about Destination British Columbia
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