Destination BC Wins Global Award for Influencer Marketing Campaign

Destination BC’s recent work with Matador Network and agency 9Letters has been recognized on the global stage with a 2026 eTourism eTSY Award for Best Influencer Marketing Campaign for its Super, Natural British Columbia® international program.

The award celebrates an ambitious, multi-market campaign that brought iconic landscapes in BC to life through the voices of trusted creators in California, Germany, and the UK. By combining localized storytelling with a coordinated, multi-channel approach, the campaign connected with travellers in their own language and cultural context, an approach that reflects Destination BC’s commitment to authentic, audience-first marketing.

Running in fall 2025, the campaign focused on six of BC’s iconic travel experiences—from coastal journeys to mountain adventures—designed to inspire both outdoor explorers and refined globetrotters. Influencers in each market explored these routes firsthand, producing and starring in short-form video content tailored to their audiences.

The content was distributed across Instagram Reels, Facebook Reels and YouTube Shorts, helping spark an immediate emotional connection with BC nature, wildlife, and communities. Audiences could then dive deeper through dedicated Matador Network landing pages featuring longer-form articles in-market languages, offering richer storytelling and trip inspiration.

A key strength of the campaign was its strategic alignment between creators and audience segments. Influencers were selected based on their credibility with either adventure-focused travellers or those seeking premium, culturally rich experiences, ensuring content felt both relevant and authentic.

The result was a cohesive, cross-market campaign that successfully elevated awareness and consideration for travel to British Columbia, while showcasing the province’s diverse experiences through a global lens.

Content examples:

• Epic BC Road Trip: Rainforest to Rockies
• Helicopter Views Over the Infinite Coast 
• 7 Bucket List Experiences in BC