Make the Trip Home: New Destination BC Campaign Encourages BC Residents to Explore Locally this Summer
Today, Destination BC launched Make the Trip Home: a new domestic marketing campaign designed to inspire BC residents to reconnect with the extraordinary places and experiences that exist right in their own backyard, while supporting local businesses, workers, and communities.
Starting April 24, the campaign encourages multi-day summer vacations within BC – with a twist. While the concept taps into the familiarity and pride residents already feel for BC, it nudges them to discover someplace new within the province: somewhere they’ve never been, or perhaps never even considered.
The campaign will leverage mixed channels to help reach BC audiences:
- Paid: Digital focus (YouTube, Meta, Google, and Search)
- Owned: Email, social media, and a dedicated campaign landing page on HelloBC.com
To help BC tourism partners get involved in the campaign – to align their efforts and help amplify the collective call – Destination BC has created a Campaign Partner Toolkit that includes:
- Social media templates that can be localized/customized, allowing partners to promote their offerings while aligning with the larger campaign
- Messaging guidelines to help increase the message reach
Whether it’s catching up with neighbours they’ve yet to meet or roaming the backyard they haven’t fully seen, British Columbians are invited to “live the wonder” and plan a summer journey that deepens their relationship with this place we call home.
Links and resources:
- BC Market Profile
- Make the Trip Home campaign landing page
- Make the Trip Home campaign video
- Campaign partner toolkit
Sample digital ad:
