Scientists are finding that the more exposure people have to nature, the more they benefit from reduced stress, enhanced creativity, and overall wellbeing.
In this year’s Global Brand campaign, Destination BC is heightening travellers’ emotional urgency to visit BC by tapping into the growing research around the benefits of spending time in nature. Leveraging this concept, The British Columbia Effect connects the emotional, cognitive, and creative benefits of spending time in nature with BC’s unique brand promise.
Launched in our key international markets, the campaign focuses on the personal transformation travellers can expect while immersing themselves in British Columbia’s iconic natural surroundings, and long after they have left. Marketing messaging also aims to motivate travel during shoulder seasons and geographic dispersion beyond the major centres.
The campaign kicked off in January 2019, and continues throughout 2020 —reaching audiences in the United States, Australia and China. Marketing activities include digital and traditional advertising, content partnerships with premium publishers such as Outside Magazine (USA), USA Today, National Geographic (CHN) and Traveller (AUS), media events, OTA advertising, email campaigns, custom content and landing pages tailored by market (i.e. China; USA), as well as a mini-documentary captured this fall, launching in January 2020.
Learn more on The British Columbia Effect Hello BC page.
For more information regarding Global Brand Campaign activities, please email firstname.lastname@example.org.
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