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. 
 
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 Tourism Recovery 
 
This year's wildfire season is now the worst in BC history when it comes to the amount of land burned: more than 1,250,383 hectares since April 1, surpassing last year’s record total of 1,216,053 hectares.

Destination BC is extending its annual Explore BC campaign to drive visitation during fall 2018 and spring 2019 from short-haul markets to four affected regions: Thompson Okanagan, Kootenay Rockies, Cariboo Chilcotin Coast and Northern BC. We have sought input from these four regions to determine key messaging about areas impacted by the 2018 wildfires and key fall travel motivators.
 
Our primary target audience is BC residents with a secondary focus in Alberta and Washington. Digital advertising is complemented by content partnerships with key publications, including The Georgia StraightEscape Here, and Avenue Magazine (Calgary and Edmonton), as well as TV airtime.

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.