Destination BC relaunches international marketing with $6.7 million global campaign

As travel resumes around the world, Destination BC is vying to attract international visitors with the launch of The British Columbia Effect – Find yourself: an extensive $6.7 million marketing campaign designed to drive emotional urgency and encourage travel to British Columbia in 2022 and 2023 from key international and domestic long-haul markets:

  • UK and Australia
  • California
  • Ontario
  • Washington

The campaign leverages the global brand platform, BC effect, first launched in 2019 and reimagined for today’s landscape to inspire global audiences to tap into something bigger, awaken a deeper connection, gain a different perspective, and find themselves – in every way of the word – all in British Columbia. As people in BC’s major markets seek out the great outdoors, nature and wildlife, and authentic experiences more than ever, BC is well positioned to meet and exceed their travel wish lists.

The campaign explores the healing effects of British Columbia through the lens of connection and reciprocity, and the notion that when we open up to nature, nature will open up to us and, in turn, change us for the better. These ideas are brought to life through videos developed in partnership with Indigenous Tourism BC, including a poem by Haida writer Cohen Isberg, and a series of videos slated for release in the coming months featuring Indigenous storytellers. . Along with the vast and rugged nature that encompasses British Columbia, they share Indigenous values ​​such as interdependence, reciprocity, gratitude and stewardship, aiming to inspire visitors to embody these values ​​to enrich their experiences during their trips here.

With tactics varying across markets, including TV, video, newsprint, magazine and digital ads, the campaign’s creative execution is driven by content that immerses consumers in the transformative powers of nature. while leveraging BC travel motivations from these markets, including:

  • Tropical forests
  • mountains
  • ocean
  • Wildlife
  • Cities close to nature
  • indigenous experiences; and,
  • Durability.

To help reduce barriers to travel and help visitors book their trips, the campaign will also feature tactical travel planning tools, including links to leading tour operators in overseas markets, travel deals and information. Travel Kit Know Before You Go.

International travelers are essential to the full recovery of BC’s tourism industry, as they spend more time and money there than domestic travellers. Prior to COVID, international travelers made up about 25% of visitor volume to British Columbia, but accounted for about 50% of visitor spending. In comparison, residents of British Columbia accounted for 50% of visits and 25% of visitor spending. This will be the first active consumer marketing campaign in Australia since before the pandemic; however, Destination BC has maintained its international presence through on-site representatives throughout the pandemic, to help keep British Columbia ahead of the restart of international travel. The BC government also recently announced an additional $6 million in funding for Destination BC to support international marketing efforts through 2024, including this campaign.


Hon. Melanie Mark, Minister of Tourism, Arts, Culture and Sport

“I am immensely proud of the determination and dedication that tourism operators and their staff have shown over the past two years to realign their business models to support domestic travel. At the same time, Destination BC is working tirelessly on its international marketing campaign to show the world that we are ready to welcome them back. Our government has provided $6 million for ongoing marketing to ensure British Columbia remains competitive as we meet pent-up travel demand as a world-class destination for tourism experiences.

Maya Lange, Vice President of Global Marketing, Destination BC

“BC’s tourism industry has relied on each other through the pandemic and will continue to do so, more than ever, as we look to recovery. The BC Effect – Find Yourself, is a true demonstration of this collaboration in action and will help British Columbia compete on the global stage as global travel reopens. We are deeply grateful to Indigenous Tourism BC for their partnership and openness to sharing the authentic values ​​and transformative powers of Super, Natural British Columbia with the world.

Paula Amos, Director of Marketing and Development, Indigenous Tourism BC

“International visitors are an important market for many Indigenous tourism operators in British Columbia. As the world reopens to international travel, Indigenous Tourism BC is thrilled to be working with Destination BC on The BC Effect: Find Yourself. Teams are collaborating in innovative ways on this campaign for international and domestic visitors to support a strong recovery in BC tourism that incorporates Indigenous identity and values.

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