Destination BC Activates Iconic Destination Brands Through New Global Content Programs
Destination BC is bringing its Iconic destination brands to life on the global stage through a suite of new content programs designed to inspire travel, deepen engagement, and drive consideration among key audiences.
Developed for Refined Globetrotters and Outdoor Explorers in priority international markets—including Germany, California, and the UK—these programs showcase the depth, diversity, and distinctiveness of each corner in British Columbia through rich storytelling, immersive visuals, and authentic local voices. Many are in market now, with more
A coordinated approach to global storytelling
These content programs are a central part of Destination BC’s international marketing strategy, building on the momentum of the Iconic destination brands and guiding potential travellers from inspiration to planning.
Through emotionally compelling narratives and targeted distribution across platforms such as YouTube, Meta, and Pinterest, the programs are designed to:
- Increase global awareness of British Columbia’s diverse travel experiences
- Encourage deeper exploration of each Iconic area
- Drive engaged audiences to supernaturalbc.com for trip planning
Developed in collaboration with Regional Destination Management Organizations and industry partners, this work reflects a shared commitment to telling authentic, place-based stories that resonate in global markets.
Bringing the Iconic destination brands to life
Each content program has been thoughtfully developed to highlight the defining characteristics of its respective Iconic destination brand, using distinct storytelling approaches tailored to audience interests and travel motivators.
BC Beyond the Plate – Rainforest to Rockies (UK)
This six-episode series reflects the wonder of autumn through the diverse landscapes and flavours of the Rainforest to Rockies route. Designed to promote the fall travel through a culinary lens, the series follows Vancouver-based chef Ned Bell on a journey from Steveston on the Pacific coast to the Canadian Rockies. Each 5–6-minute episode explores a different culinary and geographic story, featuring interactions with local farmers, fishers, and producers, bringing to life the flavours, people, and seasonal transformations that define the area.
Harness the Harvest – Valleys & Vineyards (California)
In Valleys & Vineyards, the Harness the Harvest series takes a more intimate, community-focused approach. This three-episode journey (with 3–5-minute videos) explores how food, land, and people are deeply interconnected. Each episode centres on an individual with a strong connection to the area, offering a personal lens into the landscapes and communities that shape the destination, inviting audiences to “nourish the body and mind” through meaningful travel experiences.inviting audiences to “nourish the body and mind” through meaningful travel experiences.
Journeys Across the Infinite Coast – (California)
Positioning The Infinite Coast as a journey unlike anywhere else in the world, this series highlights the diversity and scale of the region through multi-modal travel. Across three videos, audiences experience travel by water, air, and land, showcasing the unique ways visitors can explore the coast. With a focus on travel in September and October, the program encourages visitation beyond peak summer months while emphasizing the area’s breadth of experiences.
Locals – The Great Wilderness (Germany), Birthplace of Adventure (California), Nature’s Heartland (Germany)
The Locals series brings a human lens to three Iconic destination brands through intimate, story-driven content. Featuring individuals such as Indigenous artists, lodge owners, and tour providers, the series highlights personal connections to the land and community. For each destination, primary personalities are featured in dedicated long-form videos, while additional local voices are shared through short-form video and image-based storytelling across owned channels. Together, these perspectives offer an authentic and nuanced portrayal of each region.
Strengthening British Columbia’s global presence
This coordinated rollout demonstrates Destination BC’s key role in international destination marketing, leveraging high-quality, story-driven content to position British Columbia as a place of meaningful, year-round travel.
By aligning creative development with audience insights and global media strategies, these programs not only elevate the Iconic destination brands internationally but also create opportunities for communities and businesses across BC to benefit from increased awareness and visitation.
Why alignment matters
For industry partners, these programs highlight the importance of aligning with the Iconic destination brands in their region.
A unified approach:
- Strengthens British Columbia’s presence in competitive global markets
- Ensures consistent, compelling storytelling across channels
- Amplifies local businesses through collective brand recognition
As these stories reach audiences around the world, alignment helps ensure visitors encounter a cohesive narrative, from initial inspiration through to on-the-ground experiences.
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