Destination BC’s Content Marketing Roadmap puts Audience at the Wheel

Following a modified version of Google’s Hero, Hub, Help framework, our approach to marketing aims to create a consistent and regular output of varied content across channels.

What does each segment mean?

Hero defines Our Promise to travellers—BC’s powerful nature will bring out the best in visitors—igniting an emotional change felt long after leaving BC. It’s big, bold, high-octane inspiration.

Hub is The Proof; it offers real-life examples that deliver on the promise made in the complementary Hero content. It takes our Hero concept and fleshes out the who, what, where, and why.

Help lays out How to Make it Happen, providing practical information on planning a trip to BC, with the focus firmly on education over inspiration.

What does this look like in practise?

Two Australian Sisters, Two British Columbia mountains, one ski love

An example of a Hero concept can be taken from our 2019/20 Australia Ski Campaign launched in April, which was the first to follow this model. For this Hero piece, we featured Australian sisters and professional skiers Anna and Nat Segal. We chose them because, well—who best to relate to an Aussie audience than two women who’ve skied and competed all over the world but chose BC as their home?

How to Après like a Canadian, Eh

We developed a How to Après like a Canadian, Eh story for our Australian campaign. It was a key piece because we know that our Aussie friends rank après indulgences right up there with their ski adventures. As such, we needed to showcase what’s unique about the Canadian experience. This piece follows a natural story arc—if someone from the Aussie market is intrigued by our mountains, logically they’ll want to know about the après scene next.

Checklist for Aussie Snow Lovers Heading to British Columbia

This takes us to the Help section, or the How to Make it Happen part. This is the meat and potatoes of what the Destination BC team serve up. What to pack. Where to go. What to plan for. It all lives here!

These segments of complementary content, which can be created in many different forms—videos, written pieces, listicles—build a story about British Columbia; a story that travellers want to be part of. Taking them from the high-octane inspirational stuff to the pre-trip packing list.