Running from March 1, 2023 to May 24, 2023, the Indescribable campaign motivates travellers from California and Washington to choose BC as their destination of choice for a spring vacation. BC is full of life and activity in the spring, offering up unique experiences, and with all these unique itineraries come stories that can be hard to describe in just a few words. In this campaign, we take inspiration from travellers, using their stories and words to frame up one-of-a-kind BC experiences.
The Indescribable campaign showcases travel experiences that align with key California and Washington traveller motivators, from oceanside walks amongst old-growth trees and mountain adventures from sea to sky, to learning about Indigenous cultures through a wide range of authentic experiences.
The campaign leverages tactics across digital advertising, social media, connected TV, paid search, and email to reach focus audience segments. Over the coming weeks the campaign will tap into the Creator Network to create video content which will be shared on Destination BC’s consumer digital channels and campaign landing page to drive active consideration of BC for their spring destination choice.
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