Destination BC Launches Rainforest to Rockies in the UK and Australia

Destination BC is sharing the wonder of Rainforest to Rockies with new international marketing activities as part of the Invest in Iconics Strategy. 

Running January 16, 2024, to February 29, 2024, in the UK and February 6, 2024, to March 29, 2024, in Australia, we are inviting potential travellers in those markets to learn more about, and immerse themselves in, the ever-changing landscapes of the Rainforest to Rockies journey. 

Featuring a Rainforest to Rockies activation called the BC Wall of Wonder – a 26-foot wide and 8-foot high screen installed on busy city streets – passersby walk past the screen at the following locations, where they are transported from their city commute into the Pacific rainforest in British Columbia or the majestic Canadian Rockies:

• UK (London):  The “Outernet”, Charing Cross Road, January 29-February 3
• Australia (Sydney):  Flight Centre flagship store, George Street, February 21-27

The campaign is designed to drive awareness of the Rainforest to Rockies brand with the target audiences in the UK and Australia, inspiring them to travel to BC.

The campaign efforts are complemented by travel trade and travel media activities, including Tour Operator co-ops from our key travel partners, travel media story starters in both the UK and Australia, and media engagement at IMM (International Media Marketplace) in London and Sydney.

Additional Rainforest to Rockies campaign tactics include digital billboards, TV advertising, YouTube and social media channels. 

In other global markets, domestically and within British Columbia, Rainforest to Rockies (along with all areas of the province) will be promoted through our owned channels and through always-on tactics, which include digital advertising, publication partnerships and media relations.

Campaign videos:

• Rainforest to Rockies – 30 seconds
• Set Your Own Course – short form
• Rainforest to Rockies – Embrace it in British Columbia – short form