Canada’s gateway province of British Columbia (BC) is embarking on a campaign to invite Australian travellers to experience the raw power of BC’s nature, and to explore not just new sights, but new sides of themselves, in Super, Natural British Columbia®.
The campaign labelled The Find Yourself is geared toward Australia visitors whose known trip motivators connect directly with travel experiences in abundance in BC. By showcasing mountain and wildlife experiences through towering mountains, lush rainforests, and rugged coastlines, audiences are urged to tap into something bigger – to awaken a deeper connection and regain perspective; to find themselves, in every sense of the word, in British Columbia.
The campaign leverages a variety of traditional and digital advertising tactics, and an investment in co-op marketing with key tour operators including Helloworld, Entire Travel Company and Natural Focus Safaris. These tour operators will promote the campaign messaging in their own marketing campaigns with a variety of BC itinerary offerings.
The concept was first introduced to these markets in Destination BC’s robust BC Effect campaign introducing audiences to BC’s healing effects in nature and to capitalise on this momentum, Destination BC Find Yourself campaign encourages travellers to turn this previous inspiration for BC into trip planning and booking, now.
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