Marketing

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.