Destination BC Launches 2025 Ski Marketing Campaign in Australia

On May 12, Destination BC launched its 2025 consumer ski campaign in Australia, encouraging passionate skiers with an adventurous spirit to experience the unique magic of ski experiences in BC.

Running for six weeks, the campaign builds on the strong momentum of the 2024 initiative, once again leveraging the “You, Elevated” creative platform to spark desire among Australian travellers seeking wide-open slopes, epic terrain, and immersive cultural experiences in mountain communities throughout BC.

The 2025 campaign will feature a multi-platform media approach across both captivate and activate levels of the marketing path to purchase, including high-performing video assets featuring Australian personalities, underscoring how British Columbia delivers not only incredible terrain and deep powder, but also community, connection, and a deeper sense of belonging in the mountains.

Captivate Tactics: High-impact brand storytelling across video, print, and other premium placements to build awareness and inspire travel.

Activate Tactics: Targeted digital static posts and content to drive consideration and engagement among high-intent audiences.

Ski destinations in BC offer experiences that directly resonate with Australia’s intermediate to advanced skiers, including:

• Big vertical, diverse terrain, and consistent snow
• Wide-open runs and comparatively short lift lines
• Immersive ‘Canadiana’: small-town mountain culture, après favourites like caesars and poutine, and scenic alpine communities
• Opportunities beyond the chairlift, including heli- and cat-skiing, nordic skiing, ski touring, and snowshoeing
• Proximity to world-class city life: ski trips can be easily paired with urban adventures in some parts of the province

To complement the consumer-direct campaign, Destination BC is investing in travel trade partnerships with leading Australian ski tour operators and attending the 2025 Snow Travel Expos in Melbourne (May 18) and Sydney (May 25), and continuing to work with the travel media on press trips to drive year-round storytelling and elevated awareness of BC as a top-tier ski destination.

Skiing in BC contributes $2.15 billion in annual direct revenue (2022–2023) and supports more than 12,930 full-time jobs—a cornerstone of seasonal and regional dispersion, and a vital part of the province’s visitor economy.

Learn more:

• Ski campaign landing page
• BC Ski Sector profile
• Campaign videos:
  • Anna & Yu:
    • 15s Anna & Yu
    • 30s Anna & Yu
    • Anna & Yu (full length video)
  • Jessa & Ariel:
    • 15s Jessa & Ariel
    • 30s Jessa & Ariel
    • Jessa & Ariel (full length video)

📷Photo location and credit for feature image: Big White Ski Resort, Destination BC/Blake Jorgenson

Sample campaign newspaper ad: