Destination BC Launches New Iconic Brands in China with High-Impact Trade Campaign
On November 26, Destination BC China officially launched British Columbia’s new Iconic destination brands in the China market through a dynamic, multi-channel campaign. Designed to deepen travel trade engagement, the campaign marked a pivotal step in expanding BC’s visibility and product alignment in one of its key international markets.
Bringing BC to Life Through Storytelling
The campaign kicked off with an exclusive livestream event tailored to China’s travel trade audience. Hosted on a dedicated WeChat video channel, the event featured immersive storytelling by two well-known Chinese travel influencers, each representing one of the two brand audience segments: the Refined Globetrotters and the Outdoor Explorers.
The livestream showcased personal BC journeys aligned with the Iconic brands, such as The Infinite Coast and Rainforest to Rockies. These vivid narratives brought BC’s landscapes and experiences to life, highlighting everything from coastal culture and luxury rail journeys to outdoor adventures and local culinary exploration.
The livestream drew 2,194 live viewers and received strong audience engagement, with over 19,000 likes, 1,200 comments, and 262 new followers to the trade-dedicated channel.
Building Trade Alignment Through Co-Creation
To build on this momentum, Destination BC hosted a hands-on “New Brand Product Co-Creation Workshop” in Beijing on December 11. The workshop provided a collaborative space for 36 leading China-based travel trade professionals to gain deeper insight into the new brands and explore practical product development opportunities.
Participants were introduced to the new brand positioning by the Destination BC in-market China team, followed by inspirational presentations from Sanlian Magazine and 6renyou Travel, who shared their first-hand BC experiences from 2025.
Attendees then worked in themed groups to develop travel concepts tailored to various traveller types, including families, luxury seekers, adventure enthusiasts, culinary travellers, and creative explorers. These ideas aligned with the Outdoor Explorer and Refined Globetrotter brand audiences, equipping trade partners with relevant, ready-to-develop product inspiration.
Supporting Trade Partners with a Clear Framework
With the official launch of the new Iconic destination brands in China, Destination BC has equipped the local travel industry with a compelling framework to position and sell BC more effectively. The brand platform provides a cohesive way to connect travellers’ motivations with distinct BC experiences, while enabling stronger alignment between international trade and in-province product.
Destination BC will continue to work closely with its trade partners in China to strengthen market presence, support ongoing brand adoption, and inspire more travellers in China to discover the diversity and depth of British Columbia.
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