Destination BC Promotes Northern BC Travel in Germany with First-ever Immersive Car Wash

Vancouver, BC — To mark the launch of a new destination brand and help promote tourism in northern BC – The Great Wilderness – in Germany, Destination BC recently hosted a unique brand activation at a car wash in downtown Hamburg. 

Why a car wash? Germans love their cars, and with home car washing prohibited in many German cities, the car wash experience is something of a cultural mainstay. The Great Wilderness, one of the most transformative destinations to explore by car, was the perfect fit for an unconventional drive-thru introduction.

Here’s how it worked:

• From September 26-30, as nearly 1,400 guests drove onsite, they were greeted by brand ambassadors who shared details about the activation and distributed a handout to learn more about the iconic.
• As guests entered the car wash, they quickly saw that their typical car wash was transformed into an immersive ride through northern British Columbia using lighting, projections, sound, and compelling imagery & footage of waterfalls, Tumbler Ridge, Kitselas Canyon, and Mount Edziza.
• Emerging from the car wash, guests saw large prints of wildlife and ‘Ksan Historical Village and Museum.
• Their experience was capped off with the opportunity to take a photo in front of a large postcard backdrop of Mount Robson, which was subsequently emailed.

Germany Marketing Campaign Rollout
Working in deep collaboration with industry, creative, and international partners, the Hamburg car wash activation kicked off an extensive integrated traditional and digital media campaign in Germany, which featured national 30-second TV spots, out-of-home placements in Hamburg, Frankfurt, and Munich, and digital and social ads. The campaign also included joint marketing programs running with tour operators, CANUSA and SK Touristik, and a consumer contest led by CANUSA.

About The Great Wilderness
The Great Wilderness brand launched in 2024 and has been promoted/activated in the UK, Germany, and the US through travel media, the travel trade, and consumer marketing activities. The Great Wilderness stretches across the northernmost part of the province, and is home to seemingly endless nature and abundant wildlife. From the Coast Mountain Range in the west to the Alberta border in the east, and from Highway 16 to the Yukon border, its vast lands, open skies, and endless roads make this one of the world’s last great wildernesses, encouraging travellers to rediscover their sense of adventure as they step out of the ordinary into the extraordinary. 

About the Invest in Iconics Strategy
The Great Wilderness is the second brand to launch as part of Destination BC’s Invest in Iconics Strategy: a new, fiercely competitive way to transform the way British Columbia is seen through the eyes of travellers around the world. Through new and compelling place and route brands, we will inspire more travellers to visit more places in the province, at more times of the year. BC’s raw wilderness, rugged coastlines, diversity of Indigenous cultures, vibrant cities, and welcoming people are reflected in these new brands which elevate BC in the minds of global travellers and allow BC to compete on the world stage with other global destinations.

Quick links:

• The Great Wilderness car wash video
• Ways to Experience The Great Wilderness
• Key Market Profiles:
  • International (including Germany & the UK)
  • US

Quotes:

Maya Lange, Vice President of Global Marketing, Destination BC

“Destination BC’s Great Wilderness activation at the Hamburg car wash and the coordinated campaign in Germany with trade, media and consumer-direct demonstrates the creativity, collaboration, and bold approach that defines our Invest in Iconics strategy. By reimagining how we showcase BC to global travellers through these routes and place brands, we’re sparking excitement and connection, helping BC stand out internationally, and bringing real benefits to communities across the province through tourism.”

Martin Walter, Manager Germany, Austria & Switzerland, Destination BC

“It is great to see Destination BC actively investing in our market. The Hamburg car wash installation, along with other direct-to-consumer advertising activities, were extremely well received, with positive feedback from the travel trade and media in Germany. We are confident we will see many Germans traveling to The Great Wilderness in the future as a result.”

Clint Fraser, CEO, Northern BC Tourism Association

“The Great Wilderness brand offers a fresh approach to showcasing the immense landscapes and extraordinary experiences found in a large part of the Northern BC region, connecting this vast area under one cohesive and marketable identity. By working with Destination BC to reimagine how we present these experiences and stories, we’re not only elevating regional tourism activity and supporting communities, but highlighting the shared stewardship of this awe-inspiring wilderness for future generations.”

Contact:
Destination BC Media Relations
[email protected]