Between September and November 2022, target audiences in key overseas markets will be invited to experience the raw power of BC’s nature, and to explore not just new sights, but new sides of themselves, in Super, Natural British Columbia®.
The Find Yourself campaign is geared toward UK and Australia visitors whose known trip motivators connect directly with travel experiences in abundance in BC. By showcasing mountain and wildlife experiences through towering mountains, lush rainforests, and rugged coastlines, audiences are urged to tap into something bigger – to awaken a deeper connection and regain perspective; to find themselves, in every sense of the word, in British Columbia.
The campaign leverages a variety of traditional and digital advertising tactics, and an investment in co-op marketing in the UK, Germany, and Australia, with key tour operators. These tour operators will promote the campaign messaging in their own direct-to-consumer marketing campaigns within their respective markets.
The concept was first introduced to these markets in Destination BC’s robust 2022 global spring campaign, and to capitalize on this momentum, Destination BC is continuing to invest in these markets during fall 2022 and beyond, to turn previous inspiration for BC into trip planning and booking, now.
Key resources and links:
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