Date: 31 May 2019
Cat:

Find Yourself in BC: joint marketing

Find Yourself in BC joint marketing
promotional campaign results
Successfully influenced consumers leading to increased room nights YOY by 11% into British Columbia and maintained bookings taken over the campaign from August to December 2018 when Canada overall saw a -4% decrease.
Generated substantial additional product offering across the province through 13 new itineraries into all regions.
Raised the profile of British Columbia through a reach of 364,000 via social media activity, generating a 90% increase of webviews to Canadian Sky British Columbia pages

KBC approached Canadian Sky to develop a digital multi-platformed promotional campaign to promote the wider province to an online audience. The campaign ‘Find Yourself in BC’, supported Canadian Sky’s new strategy of showcasing different itineraries using the themes: Enjoy, Explore, Exhilarate, Experience and Encounter and supported DBC’s objective of visitor dispersion throughout the province.

The project was centred around a ‘traveller’ type quiz, supported by sub-quizzes such as wildlife, off the beaten track and unique stays, which both educated consumers and provided relevant itinerary suggestions with the incentive of a competition prize for entrants.  The competition provided qualified data capture to target consumers in future DBC communications.

As part of the campaign, Jane Horrocks, a well-known UK celebrity, visited the province and endorsed the campaign and produced content following a media visit to British Columbia and voiced video promotional material.

“We’ve been working with KBC for several years on our Canadian Sky and American Sky programmes so when they proposed a new campaign for BC with a completely different approach I leapt at the chance, knowing it would be both creative and fun.  Both teams worked very well together, with KBC providing invaluable destination knowledge and in-sights for our unique itineraries.  We are really pleased with the campaign execution, the excellent customer engagement, uplift in bookings, and the long term benefit of having created a fantastic range of exceptional holidays to British Columbia”

Kathryn Glover
Head of Product, Canadian Sky

Testimonial Kathryn Glover