Destination BC Restarts International Marketing with $6.7M Global Campaign - TravelMole


Destination BC Restarts International Marketing with $6.7M Global Campaign

Tuesday, Mar 29, 2022 0

 

As travel resumes around the world, Destination British Columbia is competitively vying for international visitors with its launch of The British Columbia Effect – Find Yourself: an extensive CA$6.7M marketing campaign designed to drive emotional urgency and encourage travel to BC in 2022 and into 2023 from key markets, including the UK.

 

The campaign leverages the global brand platform, The BC Effect, which aims to inspire travellers to tap into something bigger, awaken a deeper connection, gain a different perspective, and find themselves – in every sense of the term – all within British Columbia. With travellers seeking wide-open spaces, nature, wildlife and authentic experiences now more than ever, Canada’s westernmost province is well-positioned to meet and surpass their expectations.

 

The campaign is driven by content that immerses consumers in the transformative powers of British Columbia’s nature while leveraging BC travel motivators such as 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 of the province generated by TV, video, newsprint, magazine and digital ads. For additional British Columbia resources agents can also sign up to the BC Content Hub which includes images, videos, b-roll, travel stories, maps and more.

 

Hiking in Mount Robson Provincial Park cr Megan McLellan. High-res version downloadable here

 

Lisa Cooper, Destination BC’s UK Travel Trade Director, said: “The British Columbia Effect – Find Yourself campaign will share the authentic values and transformative powers 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 memorable, meaningful holiday experiences.”

 

International travellers are essential for the full recovery of British Columbia’s tourism industry, as they spend more time and money in the province compared to domestic travellers. Pre-COVID, international travellers represented approximately 25% of visitor volume to BC, but approximately 50% of visitor expenditures. 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:



Learn more about Destination British Columbia


Most Read

Lebua Hotel & Resorts: Rajan Khurana on Hospitality and Bangkok’s Charms

Sustainable Tourism and Growth: Insights from Chiravadee Khunsub from Tourism Authority of Thailand

Revolutionizing Travel: SmartSIM USA’s Dale Takio Unveils the Power of E Sims

TravelMole Interview with Hishan Singhawansa, Deputy CEO of Cinnamon Hotels & Resorts, Sri Lanka

Unveiling the Essence of Magari Tours: A Dive into Authentic Italian Experiences

Florida’s Tourism Boom: Dana Young Analyzes Surge in UK Visitors

Elliott Ferguson’s Vision: Elevating Washington DC’s Global Appeal

Empowering Travel Agents and Tour Operators: A Conversation with Go Nexus Group President

Expedia TAAP incorporates AI for their 100,000 registered agents

Travefy CEO & Founder Talks About Their Itinerary Management For Travel Professionals

MMGY’s Jonathan Sloan: A Tale of Triumph Amidst Adversity

Unlocking Opportunities: Viator Empowers Travel Agents with Innovative Tools and Expansive Offerings

Our emails to you has bounced travelmole.com Or You can change your email from your profile Setting Section

Your region selection will be saved in your cookie for future visits. Please enable your cookie for TravelMole.com so this dialog box will not come up again.

Price Based Country test mode enabled for testing United States (US). You should do tests on private browsing mode. Browse in private with Firefox, Chrome and Safari

true