Destination BC Launches New Ski Marketing Campaign in California

Through December 15, passionate skiers in California will be inspired to book a BC ski vacation, driven by a new marketing campaign.

The campaign will bring the unique features of BC ski culture to California: a market who sees Canada as next on their ski vacation wish list, and presents a tremendous opportunity to tip the scales in favour of BC to fulfill that wish. 

Leveraging our legacy ‘You, Elevated’ ski creative platform, the campaign will utilize a staggered, multi-channel approach to educate passionate skiers in California about the unique features and benefits of BC skiing, such as big mountains, varied terrain, and charismatic mountain communities – some small in population, but all monumental in personality.

Channels & tactics include:

• Paid – Digital media featuring static ads and ski videos in short and long forms. 
  • Videos: designed to inspire travelers to ski in BC:
    • Existing videos: featuring Ariel K. Hill and Jessa Gilbert, these videos showcase the renowned terrain of Whistler and how the mountain town has been an inspiration for their lives and creative passions. 
    • NEW: set to launch in November, the new videos follow Yu Sasaki and Anna Segal, two competitive skiers who found that, after years of traveling to ski destinations worldwide, these small BC mountain towns added to their lives in ways that other places could not.
  • Static ads: designed to turn that inspiration into action by sharing tangible trip planning content.
• Owned – Consumer emails, social channels (Facebook, Instagram, and YouTube), and refreshed ski landing page and content pages on HelloBC.com for the California market.
• Travel Media – Leveraging earned media coverage resulting from BC ski idea story mailers, ski media events in Canada and the US, press trips, and targeted pitching.

In addition to Destination BC’s ads driving traffic to BC ski content on HelloBC.com, Destination Canada’s campaign will drive key market segments to their own winter campaign landing page, from which users can journey to BC-specific content on HelloBC.com.

As a key US market for all travel to BC, California is also a top state of origin for US skiers who travel to BC ski resorts. With the currently strong US dollar, and with many US ski visitors having multi-resort passes and thus spending more time – and more dollars – in the province, BC is competitively positioned as a high-value destination for these skiers.

Learn more:

• Campaign landing page
• Featured ski content:
  • BC’s Coolest Ski Towns
  • 4 Must-Do Ski Trips in BC
  • 10 Reasons to Ski in BC
• Featured videos:
  • 15s Jessa & Ariel
  • 30s Jessa & Ariel
  • Anna & Yu – to come in November
• California market profile
• Destination Canada campaign landing page