Destination BC Launches 2023 Ski Marketing Campaign in Australia
Destination BC is calling on Australian skiers to elevate their sense of self in BC’s mountains during the 2023-24 season.
Running now through July – the key time to capture Australian interest in ski for the BC season – the You, Elevated campaign taps into the raw emotion and powerful moments that skiing delivers. When the perfect storm aligns, the deep powder beckons, and the power of these moments on and off the mountain elevates our state of being. In BC, the vast mountains, consistent snowfall, and unique ski culture come together to create the epic, transformative moments for which skiers long.
With paid and owned tactics running in Sydney, Melbourne, Brisbane, and surrounding areas, You, Elevated will showcase the vast and varied mountains of BC, world-class resort skiing with spectacular scenery, staggering vertical, and consistent snow conditions – pillars of the BC ski experience that set us apart from the competition. It will also highlight the unique mountain culture throughout the province, where vibrant ski towns and resorts are immersed in unspoilt nature, and boast a variety of winter fun that appeals to this market, such as outdoor après with Australian Canadian favourites like caesars and poutine.
Tactic Overview:
- Paid: Search, TV, YouTube, paid social channels, magazine and newsprint features, sponsored content.
- Owned: email, organic social, optimized ski and snowboard landing page, story pages developed specifically for the Australian market.
- Partnerships: Destination BC is working with Destination Canada and Qantas to develop and bring BC ski content to Qantas clientele.
Ski vacations are a key driver of winter tourism revenue for BC, helping to support tourism businesses and communities through the winter. As the largest overseas market for skiing in BC, Australians come to BC to enjoy the full winter experience, valuing après culture, winter activities, and the ability to immerse themselves in the local communities they visit. With pent-up demand from the previous COVID-19 travel restrictions, Australians returned to BC ski communities in force last season, with many visiting for up to six weeks – performance which is anticipated to repeat in the upcoming season.
Learn More:
- Ski campaign landing page
- Campaign hero video (2 minutes)
- Campaign short form video – Mirae (15 seconds)
- Campaign short form video – Chris (15 seconds)
- Australia market profile
- BC Content Hub for images & video
A print ad example from the You, Elevated campaign
Other Ski Tactics in Australia:
This annual consumer ski show was held in Melbourne last weekend (May 21st) and will then move to Sydney for May 28th, 2023. The Canada Stand, which is now organized by Destination Canada, always has a large BC presence. This year there were several BC ski resorts, DMOs and hoteliers present (specifically: Destination BC, Whistler Blackcomb, Sun Peaks Resort, SilverStar Mountain Resort, Revelstoke Mountain Resort, Panorama Mountain Resort, Fernie Alpine Resort, Kicking Horse Mountain Resort, Kimberley Alpine Resort and Destination Vancouver).
Qantas Partnership
Leveraging the timing of the Destination BC-led consumer campaign, Destination BC has signed a partnership deal with Qantas Airlines to promote BC’s winter/ski season for 2023/24. Utilizing the highly coveted database of Qantas, Destination BC invested in promotions through their owned channels (e-DMs, web, social, tactical offer).
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 Australian ski tour operators to help us close the deal. The timing of this marketing will also complement the Destination BC-led consumer marketing now in market. Destination BC is working with SkiMax, MySnow Holidays, Travelplan Ski and Mogul Ski World.
Earned Media
Stories and articles resulting from last seasons’ many media visits are currently being published, further leveraging all the promotion above. Some examples of recent media coverage for ski include The Australian and Escape.
