Destination BC Invites Californians to Recharge in BC this Fall
Californians are being called on to recharge in BC this fall, with a new seasonal marketing campaign from Destination BC.
Running from June 17-August 18, the campaign will demonstrate how BC is the ideal place to relax, recharge, and be inspired by nature and culture – a perfect antidote to the peak busy period of summer that leaves many Americans feeling mentally and physically drained by the time it ends.
The campaign speaks to key travel motivators for the California market, including Indigenous experiences, nature-based activities, city getaways immersed in nature, and sampling local cuisine.
Destination BC’s tactics are designed to drive awareness and interest in BC as a fall destination and encourage Californians to start planning their trip.
The multi-channel approach will include:
- Paid – Digital ads (both video and static).
- Owned – A campaign landing page, tailored story pages on HelloBC.com, social, and email.
- Travel Media – Leveraging earned media coverage from press trips.
In collaboration with Destination Canada’s US campaign, Destination BC is co-investing in the Destination Canada California campaign to promote seasonal travel: a key component of Destination BC’s marketing strategy. In addition to ads driving traffic to BC content on HelloBC.com, Destination Canada’s campaign will drive key market segments to Destination Canada’s campaign landing page, from which users can journey to BC-specific content on HelloBC.com.
California has long remained a key market for travel to BC, with the province offering attractions and experiences across destinations that align directly with their travel preferences. It is a top US market for BC, with an estimated visitation of 524,000 and an estimated expenditure of $504.9M for 2023.
Learn more:
- Destination BC campaign landing page
- Campaign videos:
- Campaign story examples:
- Destination Canada campaign landing page
- California market profile
