A New Chapter for BC Tourism: New Destination Brands Launched Under Refreshed Super, Natural British Columbia® Platform
The tourism industry in British Columbia has reached a revolutionary milestone in how the province is positioned globally as a destination. Today, Destination BC launched a bold new era in tourism marketing, unveiling six new destination brands under a refreshed Super, Natural British Columbia® (SNBC) parent brand, powered by a new creative platform, Let the Outside In.
This integrated global campaign redefines the way the world understands and experiences BC as a destination. Rooted in the understanding that people everywhere are yearning to reconnect with the natural world, this launch speaks to BC’s unique ability to answer that call.
This fall, the new brands and messaging will reach audiences across key markets whose travel behaviours and values align with what BC has to offer. This is the first time the six destination brands are collectively featured in market, as part of a long-term strategy – known as Invest in Iconics – to elevate BC’s global presence and encourage travel to all places, across all seasons.
Parent Brand – Super, Natural British Columbia®:
A refreshed and revitalized consumer brand – recognizable, renewed, and ready to reintroduce BC to the world.
Destination Brands – six bold new brands that reflect the natural diversity and emotional pull in BC:
- Rainforest to Rockies
- The Great Wilderness
- Nature’s Heartland
- The Birthplace of Adventure
- Valleys & Vineyards
- The Infinite Coast
Creative Platform – Let the Outside In
A call to return to nature – as a source of well-being, inspiration, and transformation. It’s both an invitation and a promise: that the more time you spend outside, the more you’ll discover inside.
CAMPAIGN AT A GLANCE
This fall’s campaign rollout invites the world to explore BC through storytelling and multi-channel marketing that elevates both the SNBC brand and the six destination brands.
Let the Outside In Activation: The Nature Rating
To bring the Let The Outside In platform to life, and establish its purpose in the world, Destination BC – under the Super, Natural BC brand – is launching The Nature Rating: a first-of-its-kind digital tool designed to bring attention to the lack of nature in media and inspire connection to nature, not only through content, but all areas of modern life .
Based on the psychological principle that the more you experience nature through culture, the more you’ll seek it out in real life, this innovative tool invites people to reflect on how much nature shows up in their everyday lives, starting with the content they consume. By analysing films, TV shows, books, and songs through an AI-powered model, The Nature Rating assigns a score based on nature-related themes. It then offers recommendations to boost each user’s ‘nature score’ and actionable tips to help them get outside.
Grounded in new consumer research from the UK and US, the tool responds to a rising ‘nature deficit’. From screen-heavy lifestyles to time spent indoors and in urban environments, the research reveals just how distant society has become from the natural world.
Key features of the activation:
- Designed to highlight the link between nature in culture and real-life behaviours
- Reinforces Super, Natural British Columbia® as a destination that can restore nature connection
- Launching alongside campaign creative in the UK and California
- Supported by influencer partnerships and comprehensive media outreach
Paid Media (Global)
- Linear & addressable TV
- Connected TV
- Online video & streaming
- Paid social
- Search
- PR
- Influencer & sponsored content
Owned Channels (Canada & International)
- A redesigned and visually rich supernaturalbc.com experience
- Social content across Instagram, TikTok, Pinterest, YouTube, Facebook, Weibo, and WeChat via @supernaturalbc
- Email storytelling and seasonal features aligned with the destination brands
Earned Media
- Ongoing travel media relations in core markets
Budget Allocation
- 65% of total media investment is focused on the destination brands
- 35% supports the SNBC brand platform
Focus Markets & Traveller Segments
The campaign is designed to reach highly engaged audiences in markets where travel motivations align with BC’s strengths, in line with Destination Canada’s traveller segments:
- California – A hybrid approach reaching both Refined Globetrotters and Outdoor Explorers
- UK – Featuring Rainforest to Rockies, Valleys & Vineyards, and The Infinite Coast for Refined Globetrotters
- Germany – Showcasing The Great Wilderness, The Birthplace of Adventure, and Nature’s Heartland to Outdoor Explorers
Other core international markets, including Australia, Mexico, and China, will see destination brand-focused activity through owned, earned, and partner channels (e.g. the travel trade).
HelloBC.com and Social Refresh
To align with the brand refresh, all consumer-facing web and social platforms have been reimagined:
- Website: Now live at supernaturalbc.com, the new site elevates the BC narrative through immersive visual storytelling and destination brand-aligned content
- Social channels: Across platforms, @supernaturalbc now reflects the updated look and feel of the SNBC and destination brands
Travel Trade & Travel Media Integration
Travel Trade:
The destination brands are now woven into key tour operator materials and training resources across priority markets. Destination BC’s Market Development team has worked with global partners to ensure that the new brand structure is reflected in itineraries, selling tools, and content libraries.
Efforts include:
- Tour operator co-investment in promotional campaigns
- Customized market-specific brand assets and itineraries
- Support for receptive tour operator programs
Travel Media:
In partnership with regional and in-market teams, Destination BC is showcasing the destination brands through:
- Familiarization (FAM) tours
- The Visiting Journalist Program, supporting assignments for international writers
- Integrated story development tied to Let the Outside In and The Nature Rating
The campaign is already generating international travel media interest and third-party storytelling that expands BC’s global presence.
HOW INDUSTRY PARTNERS CAN PARTICIPATE
To start activating the brands, we’re encouraging industry partners to use the destination brand-specific toolkits. These toolkits contain practical resources such as social media templates and high-level consumer-facing maps. Tourism organizations & businesses can also register to receive free decals to display in their business window, to help show their connection to their respective destination brand and create a powerful brand story for travellers, while benefitting from awareness as it grows.
Links & resources:
- About the Invest in Iconics Strategy
- Super, Natural British Columbia® consumer website
- Super, Natural British Columbia® brand family information & industry resources
- Let the Outside In campaign video
- Industry webinar recordings:
- BC Content Hub
