Marketing

Travel Media

Destination British Columbia works with journalists, freelance writers, social influencers, editors and broadcasters on travel-focused stories to build destination awareness in our top markets. Our Travel Media Specialists can help with research, travel planning, image sourcing, interview contacts, filming and more.

To learn more about Destination British Columbia’s Travel Media team, please visit: http://travelmedia.hellobc.com/
 


Making media connections in Seattle


Destination BC's Christine Jones, Maria Greene, and Mika Ryan are primed to share BC's offerings with key Seattle media. 

Destination BC’s Media Relations Team dressed in their brand best to lead a Seattle Media Event for 45 key journalists in April. Our staff hosted the annual event with support from our regional and city tourism destination partners. The event is a prime opportunity for Destination BC and partners to pitch spring and summer travel stories.  A number of projects have already been initiated as a result.
Here are just a few of the media outlets Destination BC recently assisted or hosted:

Toronto Star, CNBC, Eat in Seattle, Canadian Running Magazine, The Napa Valley Register, The Wine Show (UK), The Telegraph (UK), The Evening Standard (UK), CCTV 6 (China), Escape (Australia), Sunset Magazine, WestJet Magazine, Flightnetwork.com, Matador Network, Outside Magazine, Travel + Leisure.

Examples of recent coverage:

Bon Appétit http://www.bonappetit.com/story/tofino-canadian-surf-town-seafood

Condé Nast Traveler http://www.cntraveler.com/story/where-to-eat-in-fraserhood-vancouvers-hottest-neighborhood?mbid=nl_050817_Daily&CNDID=48684898&spMailingID=10977207&spUserID=MTc5OTA3MzM5MTI0S0&spJobID=1160702662&spReportId=MTE2MDcwMjY2MgS2

Los Angeles Times http://www.latimes.com/travel/la-tr-canada-victoria-20170507-story.html

Montecristo Magazine http://montecristomagazine.com/travel/revelstoke-mountain-resort

Marriott Traveler http://traveler.marriott.com/culture-and-style/uncover-first-nations-heritage-vancouver/

Toronto Star https://www.thestar.com/life/travel/2017/04/26/vancouvers-yaletown-yields-tasty-and-relaxing-long-weekend.html
 


Spring brings BC Ale Trail trip for our travel media team

Hoppy spring! Destination BC led and organized an “Ale Trail-It” press trip to Vancouver Island and the Sunshine Coast, bringing together two groups of key media to experience new and seasoned breweries in the regions as well as soft outdoor adventure offerings. Outlets included The Daily Meal, Northwest Travel & Life, CAA Magazine, NUVO Magazine, Toronto Star, Denver Post, Voyage Magazine China and AWOL Australia. Find out more about the BC Ale Trail here:  https://bcaletrail.ca


Destination BC's media guests are primed to explore Horne Lake Caves on Vancouver Island.


In other recent news, Destination BC teamed up with regional and city tourism destination partners to host a Vancouver Media Event in March. This annual event drew more than 50 local media. This is a prime opportunity for Destination BC and tourism partners to pitch travel stories, and a number of projects have already been initiated as a result.

New York never sleeps, and neither does our media relations team (at least not much) when it’s time for Canada Media Marketplace, an annual event organized by Destination Canada. The event brings together over 150 U.S.-based travel writers and editors from coast-to coast and 100 media representatives from Canadian tourism destinations. This year the event was hosted in the Big Apple, and Destination BC’s team took on one-to-one appointments with more than 50 media representatives, pitching BC products and experiences to be featured in editorial content.

Here are just a few of the media outlets Destination BC recently assisted or hosted:

The Globe & Mail, Toronto Star, Enroute Magazine, Ski Magazine, Vita Magazine, Ski Canada, Skiing Magazine, Daily Hive, BC Living, AAA Journeys, Virtuoso Life Magazine, Western Living, Travel + Leisure, Orbitz, Financial Times (UK), The Telegraph (UK), Australian Geographic Outdoor, Naked Hungry Traveller (Australia), SnowsBest (Australia), New Zealand Herald, Fairfax (Australia).

Examples of recent coverage:


Media enjoy tailored ski lessons on Destination BC-led tour

Our Travel Media team has been busy making the most of the ski season. Destination BC organized and led the “New to Skiing? Start Here” press trip to Big White and Sun Peaks resorts. This trip brought together six key media for tailored lessons to build confidence and improve technique. After hitting the slopes, the group tried popular non-ski offerings at the resorts. Outlets included National Geographic Traveler, The New York Times, Northwest Travel & Life Magazine and Via Magazine, as well as social media influencers from China and Ontario.

Snow430-(1).jpgMedia guests explore Big White Ski Resort by snowmobiles.

Here are just a few of the media outlets Destination BC recently assisted or hosted:

Forecast Ski Magazine, Canadian Living, Canadian Geographic, Ski Canada, Sunset Magazine, Forbes, National Geographic Traveler Australia, Travel + Leisure, WestJet Magazine, Men’s Journal, Vancouver Magazine, AFAR Magazine, Discovery (Cathay Pacific inflight magazine, MailOnline (UK), Snow Action Magazine (Australia), Australian Geographic Outdoor, Tabi Salad (Japan).
 
Examples of recent coverage:


Press trips highlight joys of BC powder

Our travel media team is knee-deep in the snowy season. Destination BC recently led and organized two Powder Highway press trips for key media, which ran simultaneously. The “Ski Like a Pro, Kootenay Style” press trip involved Revelstoke, Kicking Horse and Panorama. The “Uncover Powder Highway Secrets” press trip covered Fernie, Kimberley and Panorama. Outlets included National Geographic Traveler, Forbes, SKIING Magazine, Denver Post, Doctors/Dentists Across Canada, The Carousel (Australia), and New Zealand Herald

Media guests from Powder Highway press trips enjoy the view at Panorama Mountain Resort.

In another trip, Destination BC partnered with Air Canada Mexico to host six media from Mexico City on a trip to three resorts. Media participants represented radio, social media influencers and print publications. The group visited Vancouver before travelling to Whistler, Sun Peaks and Big White. Skiing was a highlight, but the resorts also featured activities such as snowmobiling, snowshoeing, ATVing and a horse-drawn sleigh ride.  Some participants had never touched or seen snow before!

Here are just a few of the media outlets Destination BC recently assisted or hosted:

Snowtrax, Montecristo Magazine, Toronto Star, BonTraveler, The Spokesman-Review, Åka Skidor Magazine, Ottawa Life Magazine, Los Angeles Times, Explore Magazine, The Globe and Mail, Chicago Tribune, Conde Nast Traveler, Washington Post, Jungles in Paris, Adventure.com, Vitamin Daily, Freeskier, Snow Magazine, Mountain Living Magazine, EnRoute Magazine, SnowBest, News Corp. (Australia), Lambs Ears & Honey (Blog -Australia), Travel2Next (Australia), Kids Magazine (Australia), DSV Aktiv (Germany), DPA (Germany), Ski Kanada (Germany), Berliner KURIER (Germany), Hamburger Morgenpost (Germany), Canadian Press, Travel + Leisure, New York Times, Global TV Calgary, LA Travel Magazine, LAX Magazine, NUVO Magazine, Sunset Magazine, Forbes, Food Network Canada, Travel Guides to Canada, BC Magazine, Budget Travel, Today’s Parent, Best Health, WestJet Magazine, Vancouver Sun, Fodor, Wanderlust, Westways, Smarter Travel, AAA Washington, Playboy, Jetsetter, The Times (UK), Canadian Affair (UK).
 
Examples of recent coverage:


Travel media team hosts special events to promote BC ski
 
Destination BC’s travel media team often takes their show on the road to connect with key media. They headed to Toronto in October to spread the word about skiing in BC. In addition to meeting one-on-one with media contacts, they hosted a dinner with a number of BC ski representatives who were in town for the Toronto Snow Show. Many journalists said Destination BC’s Toronto ski dinner is their favourite event of the year.  
 
Snowboarding in powder at Whitewater Ski Resort in Kootenay Rockies. Credit: Destination BC/Kari Medig

  • Destination BC and BC ski partners also hosted a ski media event at the Alexis Hotel in Seattle, Washington in November. The event attracted media from key outlets including The Seattle Times, Outside Magazine, AAA Washington, Sunset Magazine and Seattle Magazine. The venue fully embraced the Super, Natural British Columbia brand, with West Coast inspired cuisine and décor. This annual event is a prime opportunity for Destination BC and ski resort representatives to pitch ski and travel stories, and a number of projects are on the go as a result.
  • Destination BC attended GoMedia Canada Marketplace in Montreal. The annual event, organized by Destination Canada, brings together more than 300 tourism industry partners and journalists from Canada and key overseas markets. The travel media team scheduled meetings with approximately 70 media, including the supervising producer of The Amazing Race Canada.
  • Together with Tourism Vancouver, Destination BC hosted an event at Travel Classics in Scottsdale, Arizona. This unique media event provides an opportunity for top freelance writers to pitch their story ideas to some of North America’s biggest travel outlets, including editors from National Geographic Traveller, Outside, Travel + Leisure, Food & Wine, Departures, Smithsonian, Virtuoso and Condé Nast. Canadian stories were top-of-mind with the editors and freelancers we met with and many of them will be visiting and writing about British Columbia this year.

Here are just a few of the media outlets Destination BC recently assisted or hosted: 

Ski Canada, Westways Magazine, North Shore News, Matador, Lonely Planet, Weather Network, NBC, Montreal Gazette, Vancouver Sun, Sunset Magazine, Western Living Magazine, Ottawa Life Magazine, Business in Vancouver, Retreat Magazine, USA Today, Calgary Herald, Cottage Life, CIDERCRAFT Magazine, CBC Still Standing, Food Network Canada, San Diego Tribune, Red Bull Bulletin, Travel + Leisure, WestJet Magazine, Maclean’s, Globe & Mail, Los Angeles Times, BBC.com, BBC Travel Show, Vogue, Westworld Magazine, Brides Magazine, New York Post, World of Wanderlust (Australia), Kurier (Germany), Autotouring Magazin (Germany), Kranenzeitung (Germany), Kleine Zeitung (Germany), The Lux Insider (India).

Examples of recent coverage:
 

North America Visiting Journalist Program

Industry Partners are eligible for Destination British Columbia’s support through the Visiting Journalist program.
 
Destination BC will consider supporting requests for media visits which:
  • Promote British Columbia as a travel destination in print, online or broadcast media.
  • Represent more than one travel/hospitality industry partner.
  • Reflect a confirmed assignment by the journalist and editor.
  • Provide unpaid editorial coverage in our key geographic and sector/vertical markets and support our key strategies outlined in our corporate strategy.
  • Represent a publication with minimum monthly readership of 50,000
    • Higher circulations may be required based on market and demographic (contact Destination BC’s Media Relations department for television / online requirements);
  • Provide three weeks advance notice.In order to qualify for support the applicant must demonstrate that they are also making an equal investment in the press trip.
Destination British Columbia’s primary means of support will be air or ground transportation. Industry is expected to provide media with accommodations, meals and activities.
 
When providing support, Destination BC should be recognized to media, industry partners and key stakeholders as a contributing partner. This should include name and contact information of a Destination BC travel media representative, Super Natural BC logo, the HelloBC.com website and social media accounts (#explorebc).

Ski season lifts off for our Travel Media team
 
Destination BC and a group of ski resort representatives teamed up with Travel Alberta to host a ski media event in Boulder, Colorado on October 4th. Boulder is a hub for US ski media, and this annual event is a prime opportunity to pitch stories before the season starts. Key media outlets at the event included Ski Magazine, Freeskier, Skiing Magazine, Mountain Magazine, Denver Post and National Geographic Traveler

Our lively event in Boulder, Colorado was a great opportunity to pitch BC ski stories.

Here are just a few of the media outlets Destination BC recently assisted or hosted:
 
Flare Magazine, Fodor’s, Sunset, Forbes, Condé  Nast, Dreamscapes, Metro News, Globe & Mail, Vancouver Is Awesome, Post Media, CNN Travel, AFAR.com, WestJet Magazine, Canadian Ski Council, Turntable Kitchen, Bloomberg, Active Life Magazine, Arizona Highroads Magazine, The Travelling Mom, Bluewater Adventures, BC Magazine, Business Week, The Times (UK), Rachel Hunter’s Tour of Beauty (Australia), Get Up & Go Magazine (Australia), KANADA Magazin (Germany), Neve Westalische (Germany), SkiPresse (Germany), RoadTrip (Germany), Food Sweet Food (France), CREA Traveller (Japan). 

Examples of recent coverage:
 

Canada Media Marketplace, an annual event organized by Destination Canada, brings together over 150 US-based travel writers and editors from coast to coast and 100 media representatives from Canadian tourism destinations. This year the event will be hosted in San Francisco and Destination BC’s travel media team will be focused on one-to-one appointments with media: over 50 of them in total, pitching BC product and experiences to be featured in editorial content.
 
Here are just a few of the media outlets Destination BC recently assisted or hosted:
Discovery Channel USA, National Geographic, Travel & Leisure, Next Gen, Western Living, Westjet, Calgary Herald (online), Paste Magazine, Skiing Magazine, SKI (online), Journey Magazine, Savoir There, Westworld Magazine, Outside Magazine, Avenue Magazine, Georgia Straight, Boston Globe, Honest Cooking (online), Out Magazine and the Advocate, Expedia (Australia), News Corp. (Australia), Inside Sport Magazine (Australia), Focus (Germany), Fliegenfischen (Germany), SkiExclusiv (Germany), CTCTV (China).
 
Examples of recent coverage:


Winter wonders and ski dreams among media highlights

Just in time for spring —coverage from press trips organized by Destination BC Travel Media team is blossoming in media outlets around North America and beyond.  Find the full list of exciting stories about trips from around the province here.

Stunning Shames Mountain from the Destination BC-led Northern BC Backcountry ski press trip. Photo credit: Janice G. Fraser

This past summer Destination BC teamed up with Tourism Vancouver to bring Travel Classics to Vancouver, and our team is already seeing great results from the writers and editors who attended the conference. Including:
 
The New York Times:  Vancouver explores its First Nations roots.
http://www.nytimes.com/2016/02/14/travel/vancouver-justin-trudeau-canucks.html?_r=0
 
Coastal Living:  “The Best Islands You’ve Never Heard Of”
 
There were also several stories resulting from Whistler’s 50th Anniversary press trip:
 
The Globe & Mail – “View from the top – and how Whistler got there”
www.theglobeandmail.com/sports/how-the-town-of-whistler-transformed-itself-in-to-a-top-skiingdraw/article28336584/  
 
The Toronto Star – “B.C.’s beloved Whistler Blackcomb celebrates its big 5-0”
http://www.thestar.com/life/travel/2016/02/02/bcs-beloved-whistler-blackcomb-celebrates-its-big-5-0.html
 
Powder Magazine – “Storm Dispatch: Whistler Blackcomb marks 50th with Big Powder”
http://www.powder.com/photo-galleries/storm-dispatch-whistler/#do7eOhHm1Qdct7VA.97
http://www.powder.com/stories/first-chair-blog/whistler-blackcomb-50t/#0MCfz9r5SXf8w6Ak.97
 
RootsRated – “Ski Whistler Blackcomb: A winter getaway guide”
https://rootsrated.com/stories/ski-whistler-an-insiders-guide
 
The following stories were also sparked by Destination BC’s initiatives or support from our team:
 
The Toronto Star: “B.C. backcountry skiing for newbies becomes quickly addictive”
http://www.thestar.com/life/travel/2016/02/16/bc-backcountry-skiing-for-newbies-becomes-quickly-addictive.html
 
The Washington Post:  “ With a strong U.S. dollar, now’s the time to fulfill your dream ski vacation in Canada”
https://www.washingtonpost.com/lifestyle/travel/with-a-strong-us-dollar-nows-the-time-to-fulfill-your-dream-ski-vacation-in-canada/2016/02/09/dc99c810-cac7-11e5-88ff-e2d1b4289c2f_story.html
 
The Boston Globe : “The Big White wonderland up north offers fun for the family”
www.bostonglobe.com/lifestyle/travel/2016/01/09/the-big-white-wonderland-north/ELJfMO3ypSejY8uAA5ri9L/story.html

CNN.com :  Grizzlies, glaciers, gourmets: British Columbia's best luxury lodges http://edition.cnn.com/2015/12/17/travel/elite-escapes-bc-lodges/index.html

Ski Canada Magazine: Northern Escapes Heli-skiing feature: PDF Attached
 
Freeskier Magazine :  Resort guide coverage on Revelstoke and Fernie
 
EnRoute : 5 Ways to experience Whistler
http://enroute.aircanada.com/en/articles/what-to-do-in-whistler
 
Just for Canadian Dentists/Doctors Magazines: Northern BC ski piece covering areas around Terrace and Smithers.

Elevation Outdoors Magazine: Cruising Canada’s Powder Highway

www.elevationoutdoors.com/powder-highway
 
Snow Magazine:  Heli-skiing feature set in South Chilcotin Mountains
 
BC Living:  “Where to ski in BC right now “
www.bcliving.ca/travel/bc-ski-season-2015-2016
 
The Denver Post: “Redefining deep powder on a heli-skiing trip in the Columbia Mountains”
http://www.denverpost.com/travel/ci_29386586/redefining-deep-powder-heli-skiing-trip-columbia-mountains
 
The National Post:  Hitting the slopes in Whistler:  Skiing is spectacular, but find time for activities at the Olympic Park
http://news.nationalpost.com/life/travel/hitting-the-slopes-in-whistler-skiing-is-spectacular-but-find-time-for-activities-at-the-olympic-park
This story has also ran in newspapers across Canada!
 
The Barefoot Nomad: Searching for Bald Eagles in Squamish – a Canadian Wildlife Adventure
http://www.thebarefootnomad.com/canada/searching-for-bald-eagles-in-squamish-a-canadian-wildlife-adventure/
 


Travel media team brings winter influencers to BC

Destination BC’s Travel Media team have been working their usual behind-the-scenes magic to bring influencers, social media tastemakers, photographers and videographers from around the world to experience winter, and the stellar ski season, in BC.

Influencers experience the majesty of ski in BC. Photo: Julia Crawford

Here are some of the trips Destination BC recently organized and/or supported:

  • A winter press trip of five journalists and one social media influencer (@xshaydx) to Whitewater Ski Resort/Nelson and RED Mountain Resort/Rossland.
  • A ski influencer press trip to the Northern BC region. Follow their visit on Instagram: @calsnape and @caleyvanular
  • A winter influencer press trip to Golden and Invermere. A BC videographer, two Australians and an Albertan photographer participated. This is our first social media partnership with Travel Alberta. Follow their visit on Instagram: @lebackpacker @jasoncharleshill @photojbartlett @kalumko
  • A ski trip with media from the United Kingdom to Sun Peaks, RED Mountain, Whitewater, Revelstoke and Kicking Horse. Outlets included Telegraph Ski & Snowboard Magazine and Planetski.eu  
  • A ski press trip to Sun Peaks and Silver Star for an Australian journalist who will highlight BC as a winter travel destination.
  • In addition, a number of individual media from key markets have visited destinations around the province, including Revelstoke, Whistler, Vancouver, Silver Star Resort and the Kootenay Rockies region. Publications represented included Ski Canada Magazine, BC Magazine, Western Journey/AAA Washington, SKI Magazine, Skiing Magazine, Forecast Magazine and SKI Magazine.

Examples of recent coverage:


Winter press trips highlight rivers and rainforests, perfect powder

Media participants experience the “Rivers and Rainforests” trip.

Over the winter season, Destination BC’s Travel Media has brought the world’s media to our province to sample a range of experiences, from rivers and rainforests and perfect powder, to big-city culture and divine wines. Here is a sampling of recent press trips that Destination BC supported, assisted with, or organized:
  • Snowsports Media / S Magazine ‘s in their production of content (TV, print and online) at five ski resorts: Whistler, Big White, Fernie, Kicking Horse and Whitewater.
  •  “Whistler’s 50th Anniversary Press Trip,” which brought together a large group of media from the US, Canada, Australia, New Zealand and the UK to celebrate the 50th anniversary of Whistler Blackcomb.
  • The “Big Reds at Big White” press trip, which brought six travel/ski journalists to Big White Ski Resort in December.
  • Switchback Entertainment/Salomon Freeski TV on a shoot to Revelstoke and Nelson to produce a video and online content which will showcase ski and snow activities in BC.
  • Organized and escorted six journalists on the “Rivers and Rainforests” January press  around the Sea to Sky corridor. Outlets included Lonely Planet, TheBarefootNomad.com and LA Opinion.
  • Winter/snow sport press trip to Sun Peaks and Revelstoke forsix journalists. Outlets include LAX & Air Chicago Magazines, Mountain Magazine, Washington Post, Just for Canadian Doctors/Dentists, Vancouver Sun/Province and various social media channels.
  • Press trip of five Mexican journalists to Vancouver and Whistler in conjunction with the Dine Out Vancouver event.
  • Powder Highway press trip for three Swedish journalists who will highlight BC as a winter travel destination.
  • The North American Snowsport Journalist’s Association Western Chapter Summit, which is being held in Golden, Kicking Horse and Revelstoke in January.
  • In addition, a number of individual media from key markets have visited destinations around the province, including Revelstoke, Whistler, Vancouver Island and Thompson Okanagan regions; publications included Boston Globe, Calgary Herald, Denver Post, Ski Canada Magazine, Empty Nest (Toronto Star insert), Canadian World Traveller, Vitamin Daily, Weather Network, AM New York, Cruise and Travel Magazine and the Globe & Mail.

 Examples of recent coverage:


Travel Classics Conference a highlight of fall press trips
 
Our Travel Media team kept BC in the spotlight in October and November with a busy two months, including six pre- and post- Travel Classic Conference press trips, with key editors and writers from outlets across North America, as well as visits by Australian, Mexican, German and UK journalists—to name a few.
 
Sumptuous offerings from Whistler’s Cornucopia. Destination BC supported North American journalists to take part in Cornucopia in November.
 
Here are some of the trips our team recently supported:
  • In October, Destination BC and our city and regional partners led six pre- and post- Travel Classics Conference press trips around the province. Each press trip included five key travel editors and writers from various outlets across North America.
  • Two press trips for four North American journalists to take part in Cornucopia in Whistler in November.
  • The “Beauty and the Beach” press trip, which brought four journalists to Victoria and Tofino.
  • A press trip to Victoria, Vancouver and Vancouver Island for a Mexican journalist who is a contributor to National Geographic Mexico.
  • Two Australian press trips in October and November: Fairfax Media visited Spirit Bear Lodge and Guru Explorer visited Kamloops and Sun Peaks for a winter television shoot that will showcase ski and snow activities.
  • Various individual press trips for journalists from the UK to Vancouver, Vancouver Island and Northern British Columbia regions. Outlets included the Sunday Times, Irish Country Sports and Ernest Magazine.  
  • Individual press trips for journalists from Germany and Switzerland to Nimmo Bay, Tofino and the Thompson Okanagan region. Outlets included FAS Magazine, SWP Sudwest Presse, GEO Special and various social media channels.
  • In addition, a number of individual media from key North American markets have visited destinations around the province, including Vancouver, Tofino, Whistler, Victoria and the Vancouver Island region; publications included Western Living, Vetta Magazine, Coastal Living, The Toronto Star, Men’s Journal, NUVO Magazine, Westchester Magazine and Vancouver Magazine.

Travel Media team assists with press trips to all corners of BC




Kyle Frost on Whistler Mountain By Rick Graham / Destination BC.


Destination BC’s Travel Media team has been hard at work assisting journalists, filmmakers and television crews from around the world to cover all regions of our province, including the Cariboo Chilcotin Coast, the Okanagan and our Powder Highway. Our team estimates this coverage has resulted in more than 920,000 impressions of BC! 

Here are examples of recent print and video coverage our team was able to help journalists in producing:
  • Condé Nast Traveler – Our team helped a crew from Condé Nast Traveler on two stunning BC videos this fall. The Condé Nast Traveler team followed two high-profile photographers/Instagrammers to Tofino and Whistler. You can view the videos here www.cntraveler.com/stories/2015-11-02/destination-adventure and on CN Traveler’s YouTube channel.
  • SKIING Magazine –  Acclaimed ski writer Rob Story writes about Smithers for the popular magazine.
  • Freeskier Magazine – Tess Strokes reports on the Northern BC ski scene.
  • Mountain Life Magazine – Scott Birke encourages readers to explore the Powder Highway like a local.

BC hits the small screen—at home and in Australia

Destination British Columbia’s Travel Media team and our industry partners played a key role in assisting three major broadcasters in the past several months. The end result was that stunning visuals of our province ran in Canada on the Amazing Race—and in Australia on both the Today Show and Sunrise, Australia’s top breakfast show.
 
Weather presenter Edwina Bartholomew of the popular Australian Sunrise morning show broadcasts from beautiful Vancouver.
 
Amazing Race Canada blazed a trail through British Columbia this summer. This is the third time that the wildly popular show has featured British Columbia, and this round, the producers loved our Travel Media pitches that featured equal measures of challenge and beauty in Penticton/Summerland/Osoyoos and Vancouver/Whistler.  Approximately 2.6 million viewers tuned in to watch contestants negotiate challenges at Covert Farms, Summerland Waterfront Resort, Osoyoos Desert Model Railroad, Nk’Mip Desert Cultural Centre, D’Angelo Estate Winery, Whistler Blackcomb, Nicklaus North Golf Course and Bearfoot Bistro. In all, BC was featured in two episodes, including the finale.
 
Our team also worked closely with our Australia office to bring the Today Show to BC. A live spot from the nationally broadcast program displayed BC to more than half a million viewers in prime time. The crew, who teamed up with Scenic Tours, filmed in Victoria at The Fairmont Empress in September. As an added bonus, the Today Show team gave British Columbia increased exposure in key social media channels.    
 
Our Australian and Vancouver-based Travel Media Relations teams also joined forces with Tourism Vancouver to bring Sunrise, Australia's number one breakfast show, to the city. The show’s weather segment put our province in the spotlight—and it was a vast and influential reach, thanks to their 2.9- million viewers a week, plus an additional one million online and 1.3 million on their social media channels. In all, the program travelled to five countries in five days and broadcasted live; Vancouver played a starring role on Day 4. The broadcast was also linked to Flight Centre, who rolled out a $1M campaign featuring packaged and pricing for the destinations highlighted in the show.

Each year, Destination BC plans and executes marketing activities to motivate potential travelers to consider, plan and book a BC vacation. Our 2016-2017 Global Marketing Activities Calendar provides a high-level view into our current and planned activities by market. For more information on how you can benefit from or participate in these activities, please contact us.