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  • What We Do
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        Program (MRDT)
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    • Overview
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      • Our 2023-2025 Corporate Strategy
      • Engagement and Input
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      • Where We Will Focus
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      • Summary of Key Strategic Shifts
      • Alignment to Government Strategies
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Content Marketing

Two people at sunset at 3rd Beach in Stanley Park. Vancouver, BC.

Vancouver | Grant Harder

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Done right, content marketing offers more than a sales pitch. It’s about providing useful information, ideas, or opinions that audiences might not find anywhere else. It’s about adding value to the customer relationship, not just promotional noise. It’s about developing stories that inspire, educate, or entertain audiences in a way that’s positive yet authentic.

Destination BC’s in-house Global Content team curates and creates content. We also collaborate with others across the province to produce compelling stories in multiple formats.

We connect global travellers with stories that bring the Super, Natural British Columbia brand to life, integrating links to trip planning and industry partners, applying insights from key distribution platforms, and amplifying real stories from BC visitors.

Right Content, Right Place, Right Time

According to a study by Zephyr/IPG, when content or an ad is timely and personalized, it has a tremendous impact on purchase intent (63% higher than non-personalized) and recommendation intent.

Destination BC’s content marketing strategy has a strong focus on immersive, compelling multimedia content, designed to create emotional urgency to visit British Columbia. It focuses on delivering content tailored to motivate our target markets in the right channels at the right time.

To scale this personalized approach, Destination BC can’t create all this content alone. We need to work in alignment with our partners and other content creators across the province to build a coordinated, efficient approach to content planning, development, and delivery. We call this a content commonwealth.

Building a Content Commonwealth

Put simply, the content commonwealth is shared approach to content marketing, built on common tools, processes, and expertise.

We are currently developing new content tools and processes to enable content collaboration across BC’s tourism network, including an innovative, collective approach to digital asset management using a Digital Asset Management System and the User-Generated Content Partnership Network (in collaboration with Destination Canada).

In essence, we’re building a virtual library for our industry partners to access, contribute, and share content.

To find out more, contact our team at Editorial@DestinationBC.ca.

Join the industry-leading Canada UGC Partnership Network

Locals and visitors are having remarkable experiences in BC, and across Canada, and are sharing those stories through social media to create powerful word-of-mouth marketing.

Learn More

Add Your Tourism Business

Add your Tourism Business to HelloBC.com – accommodation, activity, attraction, or transportation – and benefit from exposure to the millions of travellers who visit the site each year.

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Keep Exploring

Shared Technology

We can maximize our collective impact when we present one common voice to the consumer, aligning under the Super, Natural British Columbia® brand and the Destination BC common tagging framework.
Learn More

Social Media Marketing

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

BC’s Destination Brand

For over 35 years, BC's destination brand has aimed to inspire travellers to discover British Columbia.
Learn More

Consumer Marketing

Destination BC’s consumer marketing activities are focussed on creating an emotional urgency to visit BC.
Learn More

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