Marketing

2018 Explore BC Campaign

Our Explore BC campaign is designed to encourage BC residents to travel within the province during shoulder seasons and where capacity exists during peak season. For 2018, this campaign began in March and will run until the end of October, with most of the paid activity happening between March and June.
 
Using a combination of digital and traditional media, this year’s Explore BC campaign features paid social ads on Facebook and Instagram, where we are targeting BC residents who have the means to travel. Our partnership with Global TV ensures that will be reach a broader audience and includes:
  • traditional advertising spots,
  • eight vignette features with Yvonne Schalle (BC’s meteorologist and charismatic TV personality),
  • tourism stories on the evening news, and
  • custom online articles.
How Explore BC supports BC Food and Wine  
 
We’ve expanded the campaign this year to support our province’s wine and culinary tourism and will be launching a co-branded contest promotion with the BC Wine Institute in April. The timing of the contest corresponds to “BC Wine Month” and is designed to increase wine-touring within BC by people who call our province home. The grand prize is a getaway trip for two.
 
Wine and food touring have played an important role in Destination BC’s consumer marketing and co-op programs since 2006, and Destination BC will continue to encourage BC residents and travellers alike to explore and enjoy some of the best, diverse, and abundant food and wine experiences the world has to offer. 
 
Destination BC will seek natural opportunities to promote other relevant BC local products as part of this effort, such as craft breweries, cideries and distilleries, and local produce experiences.
 
We will be partnering with organizations such as the BC Wine Institute and the Ministry of Agriculture, as well as important points of distribution such as the BC Liquor Stores and VQA wine shops to maximize value and the efficient use of all resources.
 
British Columbians will see features on Global TV, a TV ad spot, paid digital advertising (Facebook and Instagram), content sponsorships, and our contest promotion.
 
How Explore BC supports Tourism Recovery
 
Destination BC remains committed to supporting tourism recovery efforts following the worst wildfire season documented in BC (in 2017). Our Explore BC campaign will be aligned with each of the Regional Destination Marketing Organizations for the Cariboo Chilcotin Coast, Thompson Okanagan and Kootenay Rockies. These three regions are prominently highlighted in this year’s Explore BC campaign content.