How to attract adventure, skiing and fishing, golf, and touring traffic to interior BC destinations? Drawing on spectacular beauty (Super, Natural BC) and with a focus on European, US, and Asian markets; an advertising, PR, publications, and digital media campaign was launched. The three-week Discover BC launch was a spotlight on hard and soft adventure, with the aim of increasing interior visitor traffic.
Marketing as Research and Research as Marketing
Tourism experiences as promotional tool: how to tap the power of positive experiences? Staged events for media representatives, hosted by local operators, stoked a groundswell of media interest. Newspaper and magazine ad concepts were tested during media press activations and events then taken to the world. Tourism shows and conferences powered initial efforts via tourism industry channels, with concept testing built in. Regional DMO’s connected tourists to destinations on the ground, with a robust Hello BC web presence coordinating travel bookings, logistics, planning, and support. International tourism publications were further tapped, supported by digital strategies. British Columbia Canada continues to enjoy top of mind brand awareness on an international stage.