Destination BC – Waitrose BC Campaign in the UK Achieves Record Breaking Results

Destination BC recently partnered with high-end retailer and supermarket brand, Waitrose & Partners (UK), on an omnichannel marketing campaign that ran from January – June 2023 and consisted of media elements across outlets including Waitrose Food Magazine, Waitrose Weekend Magazine, and waitrose.com. The campaign highlighted food offerings in BC following the announcement of Vancouver’s inaugural Michelin Guide and showcased restaurant offerings across the province. The campaign also offered a “Win a Holiday to BC” competition giving people the opportunity to enter to win a vacation to explore BC’s foodie stars on a new Culinary Connoisseurs itinerary with our tour operator partner, North America Travel Service (NATS). Competition entries for the BC holiday achieved record-breaking results with 175,304 entries, marking the highest number of entries ever recorded for a Waitrose holiday competition.

The campaign achieved other notable stats and reach including:

• Waitrose Weekend Wellness Magazine editorial feature – reach 1.4 million
• Waitrose Food Magazine 4-page editorial feature – reach 2.8 million
• Waitrose Food Magazine 1-page competition – reach 2.8 million
• Waitrose.com editorial/competition – reach 3.3 million
• Total combined opt-ins for BC & NATS – 45,731 (26% opt-in rate)

Read about BC in the May 2023 and June 2023 editions of the digital Waitrose Magazine through the links below:

• May Digital Edition (BC on page 92-95)
• June Digital Edition (BC on page 67)