Destination BC Restarts International Marketing with $6.7M Global Campaign
As travel resumes around the world, Destination BC is competitively vying for international visitors with its launch of ๐๐ฉ๐ฆ ๐๐ณ๐ช๐ต๐ช๐ด๐ฉ ๐๐ฐ๐ญ๐ถ๐ฎ๐ฃ๐ช๐ข ๐๐ง๐ง๐ฆ๐ค๐ต โ ๐๐ช๐ฏ๐ฅ ๐ ๐ฐ๐ถ๐ณ๐ด๐ฆ๐ญ๐ง: an extensive $6.7M marketing campaign designed to drive emotional urgency and encourage travel to BC in 2022 and into 2023 from key international and domestic long-haul markets: UK & Australia, California, Ontario, and Washington.
The campaign leverages the global brand platform, ๐๐ฉ๐ฆ ๐๐ ๐๐ง๐ง๐ฆ๐ค๐ต, first launched in 2019 and reimagined for the current landscape to inspire global audiences to tap into something bigger, awaken a deeper connection, gain a different perspective, and find themselvesโin every sense of the wordโ within British Columbia.
With people in BCโs core markets seeking wide-open spaces, nature and wildlife, and authentic experiences now more than ever, BC is well-positioned to meet and surpass their travel wish lists.
The campaign explores BCโs healing effects through a lens of connection and reciprocity, and the notion that when we open ourselves to nature, nature will open to usโand in turn, change us for the better.
These ideas are brought to life through videos developed in partnership with Indigenous Tourism BC (ITBC), including a poem by Haida writer, Cohen Isberg, and a video series slated for release over the coming months that features Indigenous storytellers.
Alongside the vast and rugged nature that encapsulates BC, they share Indigenous values such as interconnectedness, reciprocity, gratitude, and stewardship, aiming to inspire visitors to embody these values to enrich their experiences while travelling here.
