Consumer Marketing

For destination marketing, Destination BC uses a proprietary consumer journey model based on the key path to purchase stages.

Our primary role is to Captivate the interest of our target high-value travellers (residing outside of BC) by creating an emotional connection to Super, Natural British Columbia® through compelling brand storytelling. Once we have their attention and BC is on their destination dream list, we then deliver planning content via digital channels. This triggers the traveller to actively investigate BC and start planning a trip. This is what we call the Activate stage. The next stage is Generate, where Destination BC connects the traveller to BC tourism partners that are best positioned to provide detailed experience and product information in order to close the sale. The Advocate stage is all about encouraging the sharing of experiences during or post-trip to inspire others to visit as well as driving repeat visitation.
For our consumer-direct programs in 2023, Destination BC will focus on:

• Launching Wave 1 of new routes and place brands–Rainforest to Rockies and The North (working titles).
• Assisting mature destinations in growing off-peak revenue.
• Developing destination ski marketing campaigns to drive international visitation during winter months.
• Elevating Indigenous voices through collaboration and co-development of campaigns.

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