Destination BC Expands 2023 Ski Marketing Campaign into UK
Following the successful launch of the You, Elevated ski marketing campaign in Australia earlier this year, Destination BC has expanded the campaign into the UK – a key market for ski travel to BC.
Running now through October 15, You, Elevated continues to tap into the raw emotion and powerful moments that skiing delivers, while featuring the expansive mountains, unique ski culture, and epic, transformative moments that UK skiers seek, and that BC delivers.
With paid and owned tactics running in London, the South East, and the West Midlands, You, Elevated in the UK will showcase pillars of the BC ski experience that set us apart from the competition, while speaking to key ski travel motivators for the UK market. UK travellers look to experience the awe of nature; have a transformative, once-in-a-lifetime experience; connect with friends & family in vibrant ski towns; and immerse themselves in mountain culture through activities like hot tubbing, enjoying outdoor après with signature Canadian dishes like poutine, caesars, and craft beer; and, relaxing in front of the fire.
Campaign Tactic Overview:
- Paid: Search, online video, YouTube, paid social channels, magazine and newsprint features, and sponsored content including a podcast with In the Snow, which will share a feature about skiing in BC.
- Owned: email, organic social, optimized ski and snowboard landing page, and customized story pages on BC ski experiences.
Additional Ski Tactics in the UK:
- UK tour operator marketing: Most ski holidays overseas are booked through a tour operator, and Destination BC invested in joint consumer/trade marketing campaigns with several UK ski tour operators to help us close the deal, including:
Ad example from the You, Elevated campaign in the UK:
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