Destination BC Launches 2025 Ski Marketing Campaign in California
This month, Destination BC launched its 2025 California ski marketing campaign, a strategic initiative designed to inspire engaged, intermediate to advanced skiers to experience British Columbia’s world-class ski resorts this winter. These passionate travellers see skiing as a winter ritual – nature-lovers in awe of its power and beauty, seeking both the thrill of discovery on the slopes and the warmth of BC’s welcoming mountain communities.
Campaign at a glance
- Market focus: California ski travellers
- Campaign dates: September 22 – December 14, 2025
- Creative platform: You, Elevated
- Ski brand pillars:
- Big mountains
- Resort skiing
- Mountain culture
- Audience segments (Destination BC campaign):
- Refined Globetrotters
- Outdoor Explorers
- Channels: paid media, earned media, owned channels
Running now through mid-December, the campaign aligns with California’s peak ski planning period, while showcasing BC’s signature ski experiences: wide-open bowls and legendary vertical drops, cozy alpine towns, and fireside après-ski. Together, these elements demonstrate why ski vacations in British Columbia offer the full spectrum of winter adventure.
Supporting BC’s winter economy
Ski vacations are a powerful contributor to winter tourism in BC, representing:
- $2.15 billion in direct revenue (2022–23)
- 12,930 full-time jobs across the province
By promoting travel to BC’s 13 destination ski resorts, the campaign supports seasonal and geographic growth, driving economic benefits and employment into more destinations, across more months of the year.
Co-investment with Destination Canada
The campaign leverages a co-investment model with Destination Canada to expand reach and amplify impact in this key US market.
Using the new “ platform, Destination Canada builds brand awareness and interest among highly engaged US travellers.
Destination BC builds on that momentum, educating and converting audiences already primed for engagement. This collaboration creates a warmed-up, highly engaged audience that BC tourism partners can connect with through cohesive, high-impact messaging and experiences.
By investing in shared creative and synchronized timing, the campaign:
- Strengthens Canada’s national brand equity
- Builds preference for ski holidays in British Columbia
- Drives greater collective impact for BC and Canada’s visitor economy
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