Destination BC Launches First US Marketing Campaign Since March 2020
On August 27, Destination BC will reach a significant milestone on the BC tourism industry’s road to recovery, with the launch of its first cross-border marketing campaign since before the COVID-19 pandemic.
Between now and November 12, Washington residents will be encouraged to escape to another world beyond their borders and backyard to discover new sights, sounds, and tastes close to home but far from what they know – all within reach in British Columbia.
As the largest market for BC from the US, Washington provides an opportunity to drive immediate travel to the province for the fall season. By entering the Washington market with a “Team BC” approach, in collaboration with city destination marketing organizations (DMOs) that are investing in the Washington market, the fall campaign will feature experiences across the province that motivate the Washington traveller to visit BC.
The campaign is brought to life through a Partner-Direct Full Funnel Framework: an integrated, collaborative approach to reach and convert more travellers by marketing together. Destination BC, Destination Vancouver, Destination Greater Victoria, Tourism Whistler, and Tourism Richmond will work together to promote travel experiences that will drive direct website visits for partners, track conversions, and support tourism businesses on their road to recovery – all while piloting a new process to increase collaboration and efficiency.
By visiting HelloBC.com/Fall, Washington residents can explore three themes identified as key travel motivators for the market, through trip planning ideas and partner sites with business links to help them plan and book their ultimate BC fall getaway:
- Explore Arts & Culture in BC
- Find Wellbeing in Natural BC Settings
- Taste British Columbia Fall Flavours
Designed to promote experiences around the province that appeal directly to the Washington market*, the campaign will feature a variety of tactics including paid media, social, email, and paid search to lead travellers from inspiration to booking.
In tandem with the campaign, Destination BC will continue to utilize its channels to help visitors understand what they need to know before they go and how to be a responsible traveller in British Columbia.
Links and Resources:
- Discover the Washington fall campaign
- View market profiles for Washington and the US
- Check up-to-date Know Before You Go travel information
- Learn How to Travel Safely and Responsibly in BC
- Download Responsible Travel graphics here
- Sign up for our BC Content Hub for images, videos, b-roll, travel stories, maps and more
- View Destination BC’s COVID-19 tourism industry resources here
*Destination BC will continue to adhere to any travel orders and advisories put in place by the Province of BC to support wildfire and COVID-19 response efforts. Campaign content will be reviewed and adjusted as needed based on the latest circumstances on the ground.
