Destination BC Launches 2024 Ski Campaign in Australia

From May 14 through June, Destination BC is urging passionate Australian skiers with an adventurous spirit to choose BC ski resorts for their next winter holiday. 

Building upon the successful 2023 ski campaign in Australia leveraging the ‘You, Elevated’ creative platform, Destination BC is re-entering the market for a 2024/25 consumer ski campaign to drive awareness of what sets BC ski apart from the rest – from vibrant mountain culture, to staggering vertical and outdoor après.

Optimizing performance and data insights from last year’s campaign, this year’s tactics include:

• Paid: YouTube, META, linear TV, BVOD, online video, newsprint, ski magazines, sponsored content programs, and Performance Max.

• • *NEW: a TripAdvisor sponsored content program will have different ad units pointing to a BC Ski Resorts Guide on TripAdvisor which leverages the resorts’ TripAdvisor listings. TripAdvisor is the world’s largest and most preferred travel guidance company, and is a trusted trip planning platform for Australians.
  • *NEW: page skins – high-impact ad units that take up lots of screen space while users are reading content on sites. They deliver a lasting impression with high-impact, media-rich creative served to a targeted audience. Following strong performance of this tactic for the BC Effect campaign, we are leveraging page skins with placement on premium sites for this campaign. 

• Owned: email, organic social, refreshed and optimized ski and snowboard landing page, story pages tailored specifically for the Australian market.
• Travel Trade: investments with select ski tour operators in Australia, presence at the 2024 Snow Travel Expo consumer shows in Melbourne and Sydney, and travel trade FAM tours. Ski tour operators include:

• • Mogul Ski World 
  • Skimax Holidays
  • MySnow Holidays 
  • Travelplan Ski

• Travel Media: leveraging earned media coverage from continued press trips.

Ski vacations are a key driver of winter tourism revenue for BC, helping to support communities in more seasons, in more areas of the province. Year-round ski content on Hellobc.com will continue to organically promote ski in BC to long-haul markets.

Learn More:

• Ski campaign landing page
• Campaign videos:
  • Jessa & Ariel 15s
  • Mirae 15s
• Australia ski stories:
  • Four Must-Do Ski Trips in BC
  • BC’s Coolest Ski Towns
  • Two Aussie Sisters, One BC Ski Love
  • Checklist for Aussie Snow Lovers Heading to BC
  • How to Apres like a Canadian, Eh
• Australia market profile
• BC Content Hub for images & video

Examples of print ads: