Destination BC Restarts Marketing Campaign


Destination BC is competitively vying for international visitors with its launch of The British Columbia Effect – Find Yourself. The $6.7M marketing campaign is designed to drive emotional urgency and encourage travel to B.C. in 2022 and into 2023 from key international and domestic long-haul markets including the U.K., Australia, California, Ontario and Washington.

Using TV, video, newsprint, magazine, and digital ads, the organization hopes to “immerse consumers in the transformative powers of B.C.’s nature. The campaign will highlight rainforests, mountains, the ocean, wildlife, cities, Indigenous experiences and sustainability.

To help reduce barriers to travel and assist visitors in booking their trips, the campaign will also feature tactical trip planning tools including links to key in-market tour operators in overseas markets, travel deals, and Know Before You Go travel information.

International travellers are essential for the full recovery of B.C.’s tourism industry. Destination BC estimates that pre-COVID, international travellers represented approximately 25 per cent of visitor volume to B.C., but represented approximately 50 per cent of visitor expenditures. In comparison, B.C residents accounted for 50 per cent of visitation, and 25 per cent of visitor expenditures.

“B.C.’s tourism industry has leaned on one another to navigate the pandemic and will continue to do so–more than ever–as we look toward recovery. The BC Effect – Find Yourself, is a true demonstration of this collaboration in action, and will help B.C. compete on the global stage as world travel re-opens. We are deeply grateful to Indigenous Tourism BC for their partnership and openness in sharing the authentic values and transformative powers of Super, Natural British Columbia with the world,” said Maya Lange, vice president of global marketing, Destination BC.

The Government of B.C. also recently announced an additional $6 million of funding for Destination BC to help support international marketing efforts through to 2024, including this campaign.



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