Date: 12 Sep 2018

Destination British Columbia: a year in focus

Destination British Columbia: a year in focus
Nuts and Bolts Results
Increased revenue in the Province by expanding the product available and training 700 sales agents over 30 sessions how to sell it
Educated key trade contacts and media through familiarisation trips to BC leading to 24 new itineraries with operators including Trailfinders and Flight Centre
Successfully positioned BC as a major destination for mountain biking and wildlife through brand partnerships with Mavic and Whittards, and 11 joint marketing activities with operators including Canadian Affair and Crystal Ski
Increased BC’s profile with target consumers through significant media outreach, in traditional, digital and social media generating 39 major pieces of media coverage

Each year kbc devises a marketing campaign for Destination British Columbia to achieve its given objective of boosting sales of non-Summer and niche product. The trade element of the campaign involves outreach to tour operators to expand product contracts and knowledge, joint marketing activities, sales training, brand promotions, fam trips, consumer shows and attendance at trade shows.

Over the past twelve months alone, we have organised and delivered product training sessions to agents around the country, increased product offering by introducing new itineraries with tour operators, executed brand partnership promotions and joint marketing activities with operator partners, even attending the Adventure Travel Show with one of them.

In terms of media exposure, we have generated coverage from press trips to BC by top flight media including Jane Knight (The Times), David Williams (The Telegraph) and Alicia Miller (Sunday Times Travel Magazine), at the same time as developing a long term broadcast concept for 2018.

“kbc have made a truly tangible difference to our presence in the uk with their solid understanding of the travel industry, first class contacts in the travel trade and media, and hard work on dbc’s behalf. on top of all of this is one very key element — the whole team is a real pleasure to work with.”

Stephanie Fielden, Market Development Manager, Destination BC

Testimonial Stephanie Fielden, Market Development Manager, Destination BC