Fall Has it All: Updates from Destination BC’s 2024 Seasonal Marketing Campaign

This fall, Destination BC launched “Fall Has It All”, a collaborative seasonal marketing campaign spotlighting the best of BC wine regions. Running from September 4 to November 1, the campaign encouraged travelers in BC and Alberta to explore the diverse activities and experiences that make BC wine country a must-visit destination—and to plan their fall trips.

In collaboration with Global News, engaging segments like “Local Escapes” with Liem Vu and “Saturday Sips” with Jennifer Palma showcased BC wine regions and the variety of ways to experience them to a wide audience. This effort was further supported by updates to the Wineries and Wine Tours page on HelloBC, co-created with the Wine Growers of BC, ensuring a fresh and comprehensive resource for travelers.

Campaign Channels Included:

• Broadcast TV & Connected TV: Aired a 30-second campaign video and 15-second cutdown.
• Digital Platforms: Meta, YouTube, Google ads, and updated Wineries and Wine Tours HelloBC webpage.
• Global News Partnerships: Local Escapes segments with Liem Vu, Saturday Sips segments with Jennifer Palma, OurBC Community Calendar, sponsored content and social posts.
• Email and Social Media: Amplified campaign messaging.
• Wine Growers of BC Initiatives: Complementary “Fall for BC Wine” campaign, newsletter, app, and Swirl BC Wine Expo.
• Industry Partner Promotions: Wine Growers BC’s “Fall for BC Wine” campaign and newsletter, Pacific Coastal Airlines’ 15% travel discount, and the Thompson Okanagan Tourism Association’s “Travel Now to the Thompson Okanagan on us” campaign.

The campaign also featured the work of Destination BC’s Industry Development team from the Cultivating Experiences program, which helped partners to develop new, immersive wine tourism experiences. 

A heartfelt thank you to all partners and teams whose creativity, expertise, and dedication made this campaign a success. Together, we showcased why BC wine country truly shines in the fall.

Global News campaign segments:

• Local Escapes: Milestones and memories in the Thompson Okanagan
• Local Escapes: Saddle up and sip through the Similkameen Valley
• Local Escapes: Finding the Fall beauty in the Fraser Valley
• Local Escapes: Finding the coastal calm and cool of Vancouver Island
• Saturday Sips: Snack time wine pairings
• Saturday Sips: Lesser known wine varieties from BC 
• Saturday Sips: Harvest time at BC wineries
• Saturday Sips: Different ways to create sparkling wines

Creative:

Learn more:

• Campaign landing page
• 30-second campaign video
• BC & Alberta market profiles
• BC Content Hub for access to b-roll, images, video, and more
• BC wine regions map