Marketing

Consumer Marketing

The goal of Destination British Columbia’s consumer direct marketing activities is to create and execute highly inspirational consumer campaigns that create an emotional urgency to visit BC.  By using the new destination brand and connecting travelers with compelling travel content at a variety of integrated touch points, we aim to motivate travelers to consider and book a BC vacation, generating referrals to tourism businesses and repeat visitation to all parts of BC.

Using research to generate consumer insights, and with a laser focus on the management and optimization of results, Destination BC’s consumer marketing activities are designed to promote BC’s tourism experiences to high potential visitors worldwide.   Activities include:

  • Advertising / promotional campaigns
  • Database marketing
  • Social media
  • Worldwide websites
  • Travel planning tools
  • Search engine optimization and search engine marketing
  • Traditional and non-traditional partnerships

The products promoted by our programs vary by market, reflecting their specific interests and travel patterns. Guided by our global marketing plan, we will focus on our target consumer sectors and travel experiences and will use Destination Canada’s “Explorer Quotient” (EQ) segmentation to help us understand the needs and motivations of target travellers. Our campaigns will elevate the brand and profile iconic experiences to trigger a strong emotional desire to travel to BC.


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.