Destination BC is appealing to skiers in Washington and California to elevate their experience – and themselves – in BC’s big mountain terrain this winter.
Running from November 2022 to February 2023 in key urban areas of those states, the ‘You, Elevated’ campaign showcases the moments that come to life when BC’s consistent snowfall, vast mountains, varied terrain, and vibrant mountain culture come together, uniquely positioning the province as the best place to deliver the life-affirming ski moments that passionate skiers seek.
Working in collaboration with destination ski resorts, the campaign will take audiences from inspiration to booking. Destination BC’s overarching content featuring inspirational stories from six athletes, paired with informative content on HelloBC.com to help kickstart the planning process – such as maps, trip suggestions, and official know before you go information – is designed to inspire and capture the interest of the markets. From there, destination ski resorts can retarget these engaged skiers with their own resort message and convert them to action with a ski vacation booking. The campaign leverages tactics such as digital advertising, paid search, connected TV, email, social media, and travel media, to reach target market segments.
Washington and California are the two top states of origin of US skiers who travel to BC ski resorts, with the province differentiated from their local hills through its unique ‘big mountain’ ski experiences, and vibrant resort and mountain culture. With the currently strong US dollar, and with many US ski visitors having multi-resort passes and thus spending more time – and more dollars – in the province, this presents excellent value for US visitors looking to ski BC this winter.
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