The Destination BC Co-operative Marketing Partnerships Program (Co-op Marketing Partnerships) is an application-based program that provides co-operative marketing and promotion support to Regional Destination Marketing Organizations, Community Consortiums, Sector Organizations or approved Individual and Paired Communities in British Columbia. The goals of the program are to:
Increase BC tourism revenues.
Leverage private and public funds to maximize marketing impact and Return on Investment (ROI) for tourism businesses.
The purpose of Destination BC's Co-op Marketing Partnerships Program is to enable groups that share common interests and marketing goals that align with provincial tourism priorities to leverage both private and public funds to achieve greater marketing impact and ROI.
The Destination BC Co-operative Marketing Partnerships Program model is designed around two funding pools:
a. Open Pool
An Open Pool of funds available to all qualified applicant groups on a competitive basis.
b. Reserved Pool
A Reserved Pool of funds specifically earmarked for strategic marketing priorities that are fundamental to the provincial brand. This pool is available to a limited number of eligible applicants. Reserved Pool guidelines are provided directly to eligible applicants.
Highlights of the Destination BC Co-operative Marketing Partnerships Program Open Pool include:
Sectors or Community Consortiums (of three or more communities) may apply for amounts ranging from $20,000 to a potential maximum of $250,000, based on available funds and program uptake. Individual or Paired Communities that meet requirements may apply for up to $7,500 for each community.
Eligible activities include: online marketing, paid advertising, print/online collateral, branding of collaborative efforts as part of a campaign, consumer-focused asset development, market research, consumer shows, and marketing tactic coordination up to 15%.
All applications will be collectively reviewed and evaluated based on merit, based on the following four criteria categories:
a. Increased Tourism Revenue in BC
b. Building Brand Equity for the British Columbia Brand
c. Strength of the Marketing Plan
d. Resources to Execute Program Effectively
The Program Guidelines
for 2017/18 are now available. Please review this detailed information on eligibility, funding levels, how to apply and the evaluation process.
Co-operative Marketing Programs Contacts
Destination BC staff are available to answer questions pertaining to the program and assist with the application process. Contact Kim Hood
or call 604-660-4708.
Partnership agreements have been finalized and the program’s budget of $3.3 million (up $1,000,000 from last year) has been allocated to 60 co-operative marketing initiatives in communities and sectors across British Columbia in fiscal 2016/17.
See backgrounder A
for the list of community and sector participants in the Co-op Program for the 2016/17 fiscal.
The application deadline for the Co-operative Marketing Partnership Program closed on November 30, 2016. Applicants were notified of funding decisions on January 31, 2017. Destination BC will issue a formal announcement, including funding levels provided, once all contracts have been signed.
If you have questions, please review Destination BC's Frequently Asked Questions
document to learn more. For specific application inquiries, please contact Kim Hood