THE CHALLENGE  

Tourism BC, a Crown Corporation of the Province of BC, sought to achieve a number of ambitious targets for its tourism destinations. Among them was to drive adventure tourism in interior BC, as well as to increase touring traffic and seasonal event attendance. 

THE HAND IN MEDIA SOLUTION  

A regional research campaign was launched to identify key tourism assets and opportunities. A comparison study was conducted to evaluate assets against competing regions. A thorough investigation was conducted of internal, government, and third-party research providers to understand and to recommend programs based on market trends. Media partners (domestic and international) were invited into the process to maximize access to key demographics.   

THE RESULT 

Hand In Media created a multi-pronged integrated marketing strategy (PR, graphic design, media buying, partnership marketing, digital and online marketing, events and sponsorships). The emphasis throughout was to build/educate internal capacities within the organization in order to capitalize on organizational strengths while reducing reliance on third parties. Attendance at international tourism conferences, with innovative outreach strategies, along with targeted media buys in key tourism publications, drove inbound tourism traffic. Highlights in media programs and results:  

-No-charge bonus colour inserts in outdoor adventure publications  

-No-charge advertorials and editorials in regional BC tourism publications   

-No-charge exposures in tourism media shows, articles, programs and features (radio, newspaper, TV, online) 

-No-charge editorials through use of an events hosting strategy (travel writer events) 

-Extensive no-charge radio exposures through use of radio remote broadcasts   

Project Lead: Ian Hand.