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.
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.
“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 work very well together, with KBC providing invaluable destination knowledge and insights for our itineraries. We were 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 holidays to British Columbia.”