Destination BC Launches The Great Wilderness Iconic Brand in California
Destination BC is inviting Californians to leave the ordinary behind and experience The Great Wilderness. This is the latest Iconic to launch as part of the Invest in Iconics strategy.
The Great Wilderness Iconic brand extends from the coast mountain range in the west to the Alberta border in the east and from Highway 16 in the south to the Yukon border in the north.
Running May and June in California, the new marketing campaign invites road trippers to journey into this extraordinary place where diverse landscapes of mountains, valleys of lava, glaciers and waterways change perspectives, remind us of something greater than ourselves, and connect us to the timeless stories of land and people.
The second phase of the marketing campaign will launch in Germany in the Fall of 2024 to amplify travel trade and media activities in this market; details will follow once the campaign launches.
The Great Wilderness digital campaign includes:
- Digital campaign running from May 15 to June 30, 2024, through Connected TV, YouTube, Meta, and Google
- Content Partnerships with Outside Magazine and Travel and Leisure
Additionally, travel media activities include:
- Travel media activities at the International Media Marketplace conference in New York in January 2024
- Travel media event in Los Angeles planned for this fall
- Deskside media meetings in New York and Los Angeles
Learn more:
- Campaign Videos:
- Sponsored Content
The Great Wilderness is the second Iconic place brand to launch. To find out more about this Iconic, see The Great Wilderness page in the Invest in Iconics section, and to read stories and travel itineraries, visit the new consumer-facing web page at https://hellobc.com/thegreatwilderness
Examples of digital ads:
