Destination BC Taps Into Travel Planning Trends with Pinterest

Destination BC is always looking for fresh ways to reach high-intent travellers, and its latest ski campaign in Australia marked a new milestone by embracing Pinterest as a key channel. In a recently published case study by Pinterest Business, Destination BC’s Sarra Gau shares how the platform delivered strong performance with an audience already in planning mode.

The campaign used Pinterest’s trending “Peak Travel” insights to feature BC’s snow-covered mountains at a time when Australian users were actively researching their ski vacations. With its visually rich format and engaged user base, Pinterest allowed Destination BC to reach people where they were already imagining their next winter holiday.

Video view rates jumped by 56% compared to past benchmarks, with strong performance among male audiences – a segment often overlooked in traditional travel marketing. The campaign saw statistically significant improvements in awareness and brand association, showing that inspiration-led tactics can deliver measurable results.

This test-and-learn approach reflects a broader mindset shift within Destination BC: one that values agility, audience relevance, and data-informed creativity.

Learn more:

• Read the full Pinterest Business case study
• Learn more about the 2025 Australia ski campaign