Midnight Musings from our CEO
It is hard to believe the 2018 Winter Olympics have come to an end. Canadian athletes certainly did our country proud and while we had some unexpected losses we certainly had a tremendous number of wins. However, this is not going to be a review of the Winter Olympics but a commentary on what I believe was an outstanding advertising campaign that ran extensively by Toyota during this year’s Games.
What you may or may not know is that Toyota is now in its 8th year as a sponsor of the Olympics and Paralympic Games and they have taken their role very seriously. Fundamentally, Toyota made the decision that they are no longer a car company, but rather a mobility company. Their messages are clear, concise, and make you pay attention; they make you want to stay in the room when the commercials come on; and they made you want to see them again and again and share them with others.
Their resounding commentary of “Mobility is a Human Right” and “Start Your Impossible”, underscores the importance of our need to participate and enjoy the freedom of movement by all persons. They ask that we change our mindset of what is possible by anyone at any age and reinforce that physical challenges touch many lives, be they from birth, as a result of injury, or as part of the aging process. Giving human kind the ability to participate fully in life, through whatever supports can be made available, changes the quality of life for everyone. Toyota have done a masterful job of creating stories that are engaging, inspirational, evoke emotion and are definitely memorable. They have successfully used their brand to make an important social commentary; they have used their brand for good.
Accessibility needs to be an important conversation for the Tourism Industry. As an industry we can make a difference to the lives of our residents and visitors by embracing the ideal of Access for All. To this end, TOTA is pleased to have recently announced our partnership with Spinal Cord Injury BC and together have launched Access BC. Through this relationship we will be endeavouring to identify and promote tourism products and services that are accessible to all and encouraging tourism stakeholders to identify the changes they can make that will make their services welcoming to a wide array of abilities.
We may be “Starting our Impossible” as an industry, but if an Automotive Company can recognize its role in advancing accessibility, there is no question in my mind that Tourism can take on this important commitment and be a part of inspiring moments for all.
A Few Highlights from this Week’s News Centre…
It is not too late to register for this years main Tourism Industry Conference taking Place in Kelowna March 7 – 9th. Don’t miss your opportunity to join your colleagues as the Tourism Industry Association of BC (TIABC) hosts their annual event in our region (read more); Great news again last week as Destination BC released 2017 visitation figures for the province which are up 3.3 % over 2016 at 5.7 million, an increase of just over 180,000 visitors, with Australia up 20.4%, #exploreBC (read more).
Read all of this week’s News Centre stories at news.totabc.org
Keep following and contributing to TOTA’s Facebook and Twitter sites throughout the week; send us your stories, photos, events and remarkable experiences. Make sure the industry knows what is happening around our region. Be sure to use #route97 and #explorebc when posting your tourism shots and stories.