Destination BC Entices California Skiers to BC’s 13 Ski Resorts
Destination BC has launched the latest evolution of its successful ‘You, Elevated’ ski marketing campaign to bring the unique features of the BC ski experience and culture to California: a market who sees Canada as next on their ski vacation wish list, and one which presents a tremendous opportunity to position BC as the ultimate destination to fulfill that wish.
Destination BC is reaching the California ski market via Destination Canada’s Winter Seasonal Campaign: a partner co-investment program in which Destination Canada and Destination BC match funds. The campaign will speak to passionate destination skiers with an adventurous spirit, seeking the life-affirming ski moments on which BC resorts can deliver.
The creative will showcase the moments that come to life when the consistent snowfall, vast mountains, variety of terrain, and mountain culture in BC come together, highlighting what sets the destination apart from competitors:
- Big Mountains: the “big mountain” skiing experience differs greatly from their hometown local hills. In BC, they are looking to explore new challenges and push themselves in the vast and varied mountains.
- Resort Skiing: spectacular scenery, less crowded & wide-open slopes, and deep, consistent snowfall provide the perfect combination for skiing at BC resorts.
- Mountain Culture: vibrant ski villages and mountain towns are immersed in unspoilt nature, where off-slope activities are distinctly Canadian – and different from what they get at home. California skiers want a memorable experience on the mountain and off, including après culture, winter activities, and mountain community charm.
BC is also competitively positioned as a high-value destination for California skiers. Many have multi-resort pass(es) and want to get the full value by visiting more than one ski destination, including in BC, and the US dollar goes further when they cross the border into Canada.
Campaign Quick Dacts:
- Dates: September 25 – December 17, 2023
- Market: California
- Objectives:
- Increase awareness of the BC downhill ski experience found at BC’s 13 destination ski resorts.
- Increase the length of stay among overnight skiers, increasing revenue to the 13 destination ski resorts.
- Channels:
- Paid – Digital ads driving to ski landing page & stories featuring market-specific motivators on HelloBC.com.
- Owned – Refreshed ski landing page and content pages on HelloBC.com, consumer emails, consumer social content, owned channel activity from Destination Canada.
- Travel Media – Leveraged earned media coverage featuring destination ski resorts from press trips.
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