Global Ski Campaign

British Columbia is home to the world’s best skiing experiences.

Skiing is a substantial driver of economic value to the province, with the ski industry accounting for approximately 8% of BC’s total tourism revenue, and dispersing travellers throughout the province to BC’s many ski areas.

In working closely with BC’s ski resorts, Destination BC will continue to connect with skiers on a global scale, delivering consumer-facing marketing and activities through travel trade and travel media to further develop BC’s presence as a must-ski destination for international destination skiers.

The objective of the 2019-20 Ski program is two-fold:

1. Motivate high potential, lower-funnel skiers to book their ski trip to BC this season, and
2. Inspire skiers dreaming of a destination ski vacation to include BC as part of their consideration process.

Consumer marketing for the 2019-20 season began in April 2019, and will continue through February, 2020, reaching audiences in Australia, Ontario, and the United States. Travel trade and travel media activities will connect skiers planning their upcoming ski vacations in Australia, the UK, and Mexico.

Destination BC will continue to use the One Step Wilder creative platform to motivate destination skiers to visit BC for the upcoming season. Consumer marketing activities for this season will include an array of video and image content collected from BC’s 13 ski resorts, featuring a wide range of skiing, winter activities, and special travel deals.

Destination BC will continue the industry tagging initiative with 13 ski resorts and expand the program with the addition of heli-skiing, cat-skiing, and Nordic operators. If you have any questions or would like to enrol your business in the tagging program, please email Richard Bergen.

For more information regarding the 2019-2020 ski marketing activities, including how to integrate or leverage your activities with those of Destination BC, please contact Marketing.