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Marketing

Pacific Rim National Park in British Columbia

Pacific Rim National Park | Yuri Choufour

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At Destination BC, our our long-term marketing vision is to “inspire responsible travellers to fall in love with British Columbia, by sharing the magnetic power of British Columbia’s nature and cultures with the world”. Over the next three years, Destination BC’s marketing focus is to “motivate responsible travellers to explore more places in British Colombia, across more seasons”.

To create a competitive advantage that we can successfully sustain over time, Destination BC identified five marketing business goals to attain its strategic objectives. These five goals are:

1. Build brand affinity
2. Drive geographic growth
3. Drive seasonal growth
4. Build an inclusive tourism ecosystem
5. Prepare Destination BC and Industry to be digital-first and privacy-centric

Where We Play: Traveller Journey

The traveller journey is dynamic, non-linear, and involves several touch points and channels along the way, from inspiration to booking and in-destination travel.

Captivate: Destination BC’s primary role is to captivate the interest of our core travellers by creating an emotional connection to Super, Natural British Columbia®, and building brand awareness for the new routes and place brands through compelling brand storytelling.

Activate: Once we have the attention of the core traveller, and BC is on their destination dream list, we deliver planning content using our always-on approach. This triggers the traveller to actively consider BC and start planning a trip.

Generate: At this stage, Destination BC connects the traveller to BC tourism businesses that are best positioned to provide detailed experience and product information to generate a booking.

Advocate: The advocate stage is about encouraging travellers to share their experiences during or post-trip to inspire others to visit BC and drive the lifetime value of returning travellers.

 

Customer journey model

Captivate

Create an emotional connection to Super, Natural British Columbia® and family of brands.

Activate

Drive active consideration and travel planning for BC experiences.

Generate

Generate leads for BC tourism businesses, travel trade key accounts, and Online Travel Agencies (OTA).

Advocate

Encourage and amplify traveller advocacy about BC.

By working with Indigenous Tourism BC, the tourism industry, regional, community, and sector partners in BC, we believe we can achieve exponentially greater impact than by working alone.

To find out more, please e-mail [email protected] and request a copy of our 2023-2025 Global Marketing Strategy and 2025 Marketing Plan, available to our British Columbia tourism industry partners.

 

Consumer Marketing

Consumer Marketing

Destination BC’s consumer marketing activities are focused on creating an emotional urgency to visit BC.
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Content Marketing

Content marketing offers more than a sales pitch to potential consumers. It’s about providing useful information, ideas or opinions that audiences might not find anywhere else.
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Social Media Marketing

Our in-house Social Media team curates authentic stories about BC that people feel compelled to share.
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Travel Trade

A key channel to reach consumers in overseas markets is through travel trade, including online travel agents, receptive tour operators, tour operators, wholesalers, and travel agents.
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Travel Media

Travel media relations is an essential marketing channel to tell our brand story, build awareness, and encourage travellers to visit BC.
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Our Markets

Our Innovative marketing programs inspire travel to BC by creating a sense of urgency to visit using consumer direct, travel trade, travel media, and digital channels.
Learn More
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