Targeted at a BC audience, Destination BC’s winter recovery campaign will run from November 12, 2020 to February, 22, 2021. Utilizing paid, owned, and earned activities across traditional and digital channels, the campaign encourages residents to “unhibernate” this winter by getting outdoors to experience city and urban winter getaways. The campaign showcases indoor and outdoor winter activities that are available, including city/urban experiences like arts & culture, cozy stays, holiday lights and culinary, and winter (non-ski) experiences such as snowshoeing, storm watching and hot springs. The campaign highlights bookable winter city and urban stays through: TV spots; digital out-of-home billboards, digital ads on Google, Pinterest, Facebook and Instagram; digital videos; English and in-language sponsored content in digital publications and 19 community papers, and more.
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