Consumer Marketing

Where We Play: Traveller Journey

The traveller journey is dynamic, non-linear, and involves several touch points and channels along the way, from inspiration to booking and in-destination travel.

Destination BC’s primary role is to Captivate the interest of our core travellers by creating an emotional connection to Super, Natural British Columbia® and building brand awareness for the new routes and place brands through compelling brand storytelling. Once we have their attention and BC is on their destination dream list, we then deliver planning content via digital channels. This triggers the traveller to actively investigate BC and start planning a trip. This is what we call the Activate stage. The next stage is Generate, where Destination BC connects the traveller to BC tourism partners that are best positioned to provide detailed experience and product information in order to close the sale. The Advocate stage is all about encouraging the sharing of experiences during or post-trip to inspire others to visit as well as driving repeat visitation.

In 2024, Destination BC’s consumer direct integrated marketing programs will include:

• Continue to market the new route and place brand: Rainforest to Rockies and The Great Wilderness.
• Launch ski 2024-25 integrated marketing campaign.
• Launch fall 2024 integrated marketing campaign.

To find out more, please e-mail [email protected] and request a copy of our 2023-2025 Global Marketing Strategy and 2024 Plan, available to our British Columbia tourism industry partners.