Find Yourself in BC
‘Find Yourself in BC’ was a fully integrated joint marketing campaign designed to build brand awareness for Destination British Columbia and to increase visitor dispersion within the province. In collaboration with specialist tour operator Canadian Sky, we aimed to highlight the wider province by showcasing a diverse range of brand new itineraries. These were themed around the motifs Enjoy, Explore, Exhilarate, Experience and Encounter.
Our Approach.
Together with Canadian Sky, KBC created a series of themed itineraries. These complemented Destination British Columbia’s key dispersion objectives, aiming to encourage UK and Irish visitors to travel beyond the high-footfall areas of Vancouver, Victoria and Whistler.
To excite Canadian Sky’s customer base, the innovative digital campaign included a series of interactive quizzes to provide travellers with their ideal itinerary match. There was also a competition incentive for entrants. This unique activation provided KBC with qualified data capture, enabling Destination British Columbia to target consumers with further information on travel to the province.
To further publicise these new itineraries, KBC and Canadian Sky enlisted much-loved British actress and influencer Jane Horrocks to experience BC for herself. The resulting feature was published in a leading national newspaper. Jane also recorded branded video content which was seeded on social media and via direct mail to Canadian Sky’s database of loyal travellers, educating them on the province and inspiring them to consider British Columbia for their next holiday.
The Results.
Increase on room nights year on year
Increase of web views to Canadian Sky and Destination British Columbia
New itineraries into region
