Destination BC Launches Consumer Activation in China Promoting Rainforest to Rockies

Destination BC has launched a new marketing campaign for Rainforest To Rockies in China. Through our partnership with Travel + Leisure Co. and 5-star restaurants in 6 major cities, restaurant-goers will have the opportunity to experience a taste of BC through menus inspired by, and featuring ingredients from, the Rainforest to Rockies iconic route.

The campaign debuted at Shenzhen Marriot on July 17, 2024 with a 5-course menu featuring BC spot shrimp, geoduck, Dungeness crab and Nanaimo bars. The other partner hotels’ activities will be launched in the coming weeks.

Beyond the menu, guests will also interact with the Rainforest to Rockies brand visually through branded menu cards and banners displayed in the restaurants.

The restaurant activations will be promoted online through influencers, Travel & Leisure’s owned channels, and news releases by Destination Canada and Destination BC’s China teams.

This project was also supported by the BC Trade and Investment Office in China in helping partner hotels source genuine  BC ingredients.