Co-operative Marketing Partnerships
Program FAQ

No, this is a co-operative marketing partnership between Destination BC and the applicant. The applicant is required to contribute an amount equal to or exceeding the amount contributed by Destination BC.

Destination BC will require the return of any unspent funds or funds spent on ineligible activities.

You need to re-apply every two years. 

For 2025-2026, Destination BC moved to a two-year process. All applicants will apply for one year and demonstrate matched funds. Destination BC will have the option to renew the agreement for one year (total of two years).

Destination BC reserves the right to not extend an agreement if reporting is not sufficient, the applicant does not meet program requirements or for any other reason as determined by Destination BC.

Definitions (from the program guidelines):

All eligible applicants must be in good standing with the Province of British Columbia. Eligible applicants fall in two categories: 

1. Community Consortiums

• Consortiums (clusters) which must consist of 3 or more communities.
• Consortiums must be developed based on a strong unifying theme that resonates with all participating communities and appeals to the target audience of these communities, e.g., experiences, geographic touring and exploring. 
• Consortiums should include all community partners within the defined geographic area.
• Some Consortiums or communities may already be geographically defined by an existing Destination Management Organization (DMO).
• DMOs that geographically represent 3 or more communities may apply directly to the Co-op Program. They are encouraged to partner with other DMOs or communities outside their boundary.
• Community definition: A geographic area with a Destination Management Organization (DMO), or where a DMO does not exist, a municipal or village council, Chamber, or Indigenous community, or regional district. 

2. TOURISM PRODUCT/EXPERIENCE Sectors 

• Province-wide Sector associations or societies with representation of province-wide (where it exists) experiential, market-ready tourism product. Sectors must represent the majority of  market-ready businesses, product that is a motivating experience for travel, and be provincial in scope. 
• Sector marketing campaign activities should encourage participation from communities and businesses, not just members of the Sector organization, where market-ready tourism product exists. 

A community is defined as a geographic area with a Destination Marketing Organization (DMO), or where a DMO does not exist, a municipal or village council, Indigenous community, Chamber or regional district.

A regional district can apply on behalf of participating communities in its area. However, there must be a minimum of three communities participating and they must be providing incremental funds for the proposal. In other words, a regional district could not apply with existing marketing funds, but instead must receive new funds from each participating community.

Yes. Destination BC encourages such partnerships where the arrangement makes sense. Consortiums should include all community partners within the defined geographic area.

Unfortunately, individual businesses may not apply directly to this program. Individual businesses should look to the Sectors, or the communities in which they operate, to determine opportunities for participation. Businesses may also be able to participate in the initiatives offered by their Regional Destination Marketing Organization. Details on each region can be found here.

Destination BC encourages communities to approach trusts as potential revenue sources for the consortium contribution. However, a trust will not be considered as one of the three community consortium partners. The intention of the program is to encourage communities to develop partnerships with other communities and not to have funding sources act as one of the partners.

Yes. We hope many current projects will reapply to the program and expand the opportunity to other communities and businesses. Please contact program staff so we can direct you to the lead contact for an existing consortium.

Individual communities may not apply directly. Consortiums (clusters) must consist of 3 or more communities.

Destination BC encourages tourism partners to seek partnerships with other communities in the province. Individual communities may participate in a Sector project.

There is no minimum investment required by each partner; therefore, partners do not need to contribute equally. However, in the spirit of true collaboration, a reasonable amount from each partner is expected. For example, the Sea to Sky Arts, Culture and Heritage project was funded under the Co-op Marketing Partnerships Program: Tourism Whistler contributed $20,000; Tourism Squamish contributed $3,500; and Tourism Pemberton contributed $1,000. This was a fair contribution arrangement agreed to by the partners, given the size and ability of the respective partners.

NOTE: All communities are expected to participate in the development of the plan and contribute to its collective success. The community with the largest investment cannot take control of the campaign.

Applicants can partner with an organization outside of BC. These funds may be utilized but, Destination BC will only match funds from BC tourism partners. For example, a consortium has $50,000 from partners (including $10,000 from a community or business based in Alberta or Washington). If the application is approved, Destination BC will only match funds from BC, i.e., $40,000 will be matched.

The intended focus of effort for the Co-op Program is to be short-haul markets (BC, Alberta, and Washington). Exceptions to the short-haul markets may be made to target visitors from other Canadian provinces or continental US states. Business rationale per target market must be provided to Destination BC prior to October 1st for consideration. Other international markets are ineligible. Destination BC may deny investments in markets outside of BC, Alberta and Washington if appropriate business rationale is not provided and there is not an appropriate level of investment that would generate return on investment.

We have also added information in the guidelines to reflect ways that Destination BC and partners in the program can work together through activities such as Invest in Iconics Strategy, industry digital readiness, a common tagging framework, alignment in marketing performance measurement, brand alignment, and adopting a Content Commonwealth approach (UGC Partnership Network, the BC Content Hub, and 3rd party usage rights), etc.

Since the Co-op Program began, we have worked with many partners on brand alignment opportunities and have had much success. We have identified three tiers of brand alignment:

• Tier 1, highly aligned (strategic and creative alignment): brand-aligned values and messaging, the use of the logo tile, and the use of at least two other brand elements (strategic elements such as essence or attributes, colours, photography style, fonts).
• Tier 2, medium alignment: use of the logo tile, as well as one other brand element.
• Tier 3, least aligned: logo tile use only.

Note: For those applicants interested in being highly aligned you will have access to use the Super, Natural British Columbia logo tile and/or Great Forest typeface, which will require signed license agreements. The license to use these assets will only apply to the eligible activities approved in your Co-op Program application.

Provincial alignment to the Super, Natural British Columbia® brand supports our global competitiveness by driving stronger consumer recognition of the British Columbia experience. By aligning your brand and marketing with the Super, Natural British Columbia® brand, you can add to the power of that recognition and leverage the resonance that the brand has built with domestic and global audiences through Destination BC’s global marketing programs. Successful applicants will be asked to align with one of three brand tiers (detailed in the application) and work with specific brand and creative guidelines to achieve alignment.

Alignment can come in many forms, from storytelling and visual style, to adding logos and fonts. Please consider the following:

• What stories will you be telling or promoting about people that have been shaped by nature?
• Are there examples of nature and culture coming together in experiences within your Community Consortium or Sector?
• How will you incorporate the brand attributes into your content marketing?

Consumer-focused asset development includes content writing, photography, video development, microsites or consortium landing pages.

All assets (content and URL) must be owned by the consortium or Sector and not an agency. All outputs must point to the consortium or Sector URL. 

Website hosting fees other than for “Call to Action” URLs such as hosting fees for a site where only a landing page is being used for the Co-op Program project is an eligible activity.

Co-op funding can not be used for strategy work or ideation with an agency relating to the creation of the URL.

Consumer-focused market research related to program execution and relevant measurements that will allow the consortium to make informed marketing decisions. 

Applicants can spend up to a maximum of $5,000 on market research. Anything above and beyond will require pre-approval by Destination BC’s Research & Analytics team.

Approved projects using Destination BC funding should be shared back to Destination BC at reporting periods.

Pre-approval by Destination BC’s Travel Media Relations team is required. Travel Media Relations activities will be reviewed to ensure there is no duplication with projects already delivered by Destination BC’s Travel Media team. All requests for funds under the Co-op Marketing Partnerships Program for Travel Media will be coordinated with the organization’s Travel Media Team. An example of eligible costs would include ground costs for hosting media to visit several communities. Activities approved under the Co-op Program will not be eligible for funding under Destination BC’s North America Visiting Journalist Program.

No, destination development tactics such as product development, industry development and costs associated with developing strategic plans are not eligible.  (Note that development of strategic plans related to digital readiness or inclusive marketing are eligible.)

If the applicants current staff and infrastructure are insufficient to execute program activities, Destination BC may permit the applicants use of up to 20% of Destination BC’s contribution to the project towards the project lead, project coordination and/or project execution management fees of eligible activities. 

Project lead, project coordination, and/or project execution management fees paid by Destination BC must be matched by the Sector or Community Consortium.

The Sector or Community Consortium may choose to allocate greater than 20% of their contribution of funds to the Project lead, project coordination and/ or project execution management fees.

• Example: Destination BC provides $250,000 to an applicant, of which up to $50,000 (20%) can be applied to the total of the project lead, project coordination and/or project execution management fees. The Sector or Community Consortium must match the $50,000 (20%) allocated, but can also exceed this amount through their contribution of funds.

Project lead, project coordination and/or project execution management fees must be transparent to all funding partners listed in the application.

Fees to prepare an application are not eligible for Co-op funding.

Detailed invoicing will be required upon reporting and must also be shared with all partners investing in the project.

A contractor, agency or supplier may not be the Project Lead/Primary Contact on the project application. Project Leads must attend all meetings and be the key point of contact with Destination BC. 

For more details on Project Lead, Project Coordination and/or Project Execution Management Fees, contact [email protected].

We request that Community Consortiums discuss their applications with relevant Sector organizations prior to submission to Destination BC. The goal is to avoid duplication of effort and spending.

If you have any inquiries, please engage with the Destination BC Co-op team during the application process. When reviewing the applications, Destination BC will provide feedback and guidance to applicants where overlaps occur.

Yes, as long as applicants can show that they have engaged with the Sector and that there is no duplication. Please refer to the Program Guidelines for further information on Eligible and Ineligible Activities and Costs.

Applications will be evaluated based on the following four criteria categories and should be addressed in the appropriate section of the application.

• Increased benefits of tourism in BC (35%);
• Building brand-aligned content and a content commonwealth approach (15%);
• Strength of the marketing plan (35%); and
• Resources to execute program effectively (15%).

No. This is a competitive application-based program. Applications are evaluated based on the four criteria categories: 

• Increased benefits of tourism in BC (35%);
• Building brand-aligned content and a content commonwealth approach (15%);
• Strength of the marketing plan (35%); and
• Resources to execute program effectively (15%).

In alignment with Destination BC’s strategy, marketing funds are to be distributed widely throughout the province at the local level. Destination BC reserves the right to select and approve project proposals which best meet the objectives and requirements of the program and demonstrate the greatest potential to meet program goals and objectives, such as regional distribution

For information about your specific application, please email [email protected].

Yes you may apply when a new two-year process has begun. We strongly encourage ongoing dialogue among industry partners to find new or expanded partnerships. Please contact program staff to ensure your project meets the criteria and that you are requesting funds for eligible costs.

The Co-operative Marketing Partnerships Program is an application-based program. The program will continue to be a competitive process and future proposals will be evaluated on criteria. Therefore, projects should not assume that funding will be provided, nor that funding will be provided at the same level as was received in previous years.

It is important to be rigorous in the measurement of our marketing activities to manage, optimize, and improve the performance of each activity. Common measures are critical to measure performance against targets and benchmarks and compare activities across the Co-op program and across years. Metrics in Destination BC’s Marketing Performance Measurement Framework for digital marketing have been incorporated into the program Key Performance Indicators (KPIs). Please refer to the Program Guidelines for further information on KPI’s in Section 8.6 Appendix 6.

The KPIs identified were selected in consultation with Destination BC’s Global Marketing team. Sharing a common set of measures, with meaningful and consistent data, tells us if our collective efforts are making a difference and driving the results we all want to achieve. The supplementary key performance indicators (KPIs) are commonly used by marketing professionals and are optional to include in your interim and final report. Consider these KPIs an educational resource for your reference to help you determine the best way to measure the ongoing performance of your marketing tactics, to help gauge progress each year, and to help improve your initiatives.

You are welcome to collect and report on any other metrics you feel are relevant.

No. The inclusion of KPIs in the program is as a reference tool; they are not a compliance metric under the program. Should any activities you undertake fall below the industry benchmark, this should serve as a point of discussion among the partners as to adjustments that could be made to improve results You will still be required to submit an interim and final report as per the terms of the Shared Cost Agreement (contract).

A list of successful applicants for each fiscal year can be found on the Co-op Marketing webpages of the Destination BC corporate website.

See Other Funding Resources for more information.

The Tourism Events Program (TEP) is a program open to all organizations and communities in British Columbia to support events and celebrations with a high tourism value. The Tourism Events Program aims to strengthen B.C.’s reputation as an events destination by providing supplemental marketing funds to event organizers to amplify the reach of an event and attract additional overnight visitors.

More information is available at Tourism Events Program.

The Municipal and Regional Tax (MRDT) is a tax of up to three percent on the purchase of accommodation imposed in specific geographic areas of the province (designated accommodation areas) on behalf of municipalities, regional districts or eligible not-for-profit business associations. The MRDT program was originally introduced in 1987 and raises revenue for local tourism marketing, programs and projects. Affordable housing was added as a permissible use of funds through Budget 2018.

More information is available here.

The Designated Accommodation Area Tax Regulation sets out the authorized purposes for revenue under the MRDT program. Authorized purposes of MRDT revenue for all designated recipients are tourism marketing, programs, and projects.

As the Destination BC Co-op Program is an application-based program that provides co-operative, consumer-focused marketing and promotion support with the goal of driving consumer demand and increasing tourism benefits, you may choose to use your MRDT funding for your Co-op project.

Please contact Destination British Columbia if you have any questions on approved uses of MRDT revenues at [email protected]

While Destination BC strives to share and amplify partner content, the volume of requests we receive is quite large. To improve the likelihood of your content being shared within our partner network, please review Destination BC’s Partner Content Checklist.

Please also connect with program staff to discuss other opportunities to showcase your consortium or Sector.

Co-op funds cannot be used for the development, administration, or operation of a mobile app; however, content developed utilizing co-op funds can be echoed on a mobile app from the primary, ideally mobile first, website. Content cannot be specifically developed for use on a mobile app.

Applicants are able to select any agency that they feel are qualified and will support their needs to perform an inclusive marketing audit and/or develop an inclusive marketing strategy.  For information on agencies that DBC has previously worked with please email [email protected].