Destination BC Launches Winter Campaign

After nearly two years out of market in line with COVID-19 health orders and recommendations, Destination BC launched its BC ski campaign into Washington and California.

To help build back awareness for the myriad ski experiences that await families and thrill-seekers alike in all corners of the province, Destination BC is focusing its efforts on travellers from Washington and California, who have historically represented a large portion of US ski visitation to BC.

New this winter, Destination BC is also partnering with Destination Canada, Travel Alberta and Tourism Quebec on a pilot initiative to drive Canada winter and ski awareness in key US states. For BC, the campaign will double-down on ski experience marketing efforts into Washington and California, supported by Destination Canada funding and the ongoing partnership with BC ski co-op partners.

Through Destination Canada’s Our Winter is Deeper campaign, Destination BC will leverage the creative concept ‘Two Deep’, which tells the story of Canada’s favourite skiing couple, Stan Rey & Kelsey Serwa, as they set off on a road trip to explore BC’s most iconic ski destinations.

Starting December 1st, creative will be transitioned to a new ‘Go Deeper’ concept for the remainder of the campaign. The shift will target passionate skiers with an adventurous spirit, showcasing BC ski destinations as the ideal place for discovering new terrain, fresh powder, and vibrant ski towns.