The goal of Destination British Columbia’s consumer direct marketing activities is to create and execute highly inspirational consumer campaigns that create an emotional urgency to visit BC. By using the new destination brand and connecting travelers with compelling travel content at a variety of integrated touch points, we aim to motivate travelers to consider and book a BC vacation, generating referrals to tourism businesses and repeat visitation to all parts of BC.
Using research to generate consumer insights, and with a laser focus on the management and optimization of results, Destination BC’s consumer marketing activities are designed to promote BC’s tourism experiences to high potential visitors worldwide. Activities include:
Advertising / promotional campaigns
Travel planning tools
Search engine optimization and search engine marketing
Traditional and non-traditional partnerships
The products promoted by our programs vary by market, reflecting their specific interests and travel patterns. Guided by our global marketing plan, we will focus on our target consumer sectors and travel experiences and will use Destination Canada’s “Explorer Quotient” (EQ) segmentation to help us understand the needs and motivations of target travellers. Our campaigns will elevate the brand and profile iconic experiences to trigger a strong emotional desire to travel to BC.
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