Fall Has it All: New Destination BC Marketing Campaign Promotes Fall Travel to BC Wine Regions

With temperatures cooling, leaves changing, and busy summer schedules starting to ease, Destination BC is celebrating the change of season with a new collaborative domestic marketing campaign.

Between September 4-November 1, BC and Alberta residents will be invited to slow down, savour the moment, and enjoy BC’s fall harvest in its nine diverse wine regions this fall. The “Fall Has it All” campaign seeks to educate visitors on the breadth of activities and destinations available in BC wine regions and inspire them to take a 2+ night trip this fall, discovering more people, places, and experiences along the way. 

Campaign content will also feature 10 new wine tourism experiences that were developed as part of the Cultivating Experiences: Elevating BC Wine Tourism program, previously offered by Destination BC in partnership with Wine Growers British Columbia.

The integrated campaign will leverage paid traditional and digital media channels including a media partnership and ads through Meta, YouTube, and Google, and owned channels, including Facebook and Instagram, refreshed fall wine content on HelloBC.com, and consumer-direct emails sharing campaign content and itineraries. 

A made-in-BC signature blend, the campaign is highly collaborative, working with partners across the province to reach key audiences and help BC wine tourism thrive. Partners include:

• Wine Growers British Columbia: the trade association representing  BC wine, the WGBC team will launch a complementary “Fall for BC Wine” digital campaign, live from September 15-October 31. Key messages between the two campaigns are aligned and will be amplified through consumer-direct newsletters, the Wines of BC Explorer app, and the Swirl Around BC Wine Expo event in September.

• Pacific Coastal Airlines: from September 4-November 1, the BC airline will feature a limited-time promotion offering 15% off flights to help residents reach their desired BC wine destination.

• Regional and Community Destination Management Organizations: to help produce feature segments through the media partnership, Destination BC worked closely with R/CDMOs in the featured wine regions to scout locations for the vignettes, and support affiliated promotional efforts. 

How industry can get involved:

• Share the 30-second video on your social channels and with your email database
• For businesses, claim your listing and add your travel deals to HelloBC.com
• Align with key campaign messaging and incorporate the themes into your own content:
  • Travelling in the fall is the perfect way to recharge after a busy summer. It’s a chance to slow down, savour the moment, and enjoy BC’s fall harvest.
  • In BC, fall colours the landscape with stunning yellows, golds, reds, and oranges, turning mountains and vineyards into a picture-perfect scene. It’s the ideal time for a scenic getaway.
  • Visiting wineries in the fall lets you experience the buzz as vineyards harvest ripe grapes and begin crafting them into wine. It’s an exciting time for winemakers as they see the results of their year’s hard work come to life.
  • The wine regions in BC are incredibly diverse. Located at the northern edge of where wine can be produced, the unique climate brings out a captivating range of flavours and styles for wine lovers to discover. And in the fall, it’s not just about the grape harvest—it’s the perfect time to savour wine and food pairings that highlight regional dishes, giving you a true taste of local flavours and a glimpse into the way of life here.

Learn more:

• Campaign landing page
• 30-second campaign video
• BC & Alberta market profiles
• BC Content Hub for access to b-roll, images, video, and more
• BC wine regions map