Illahee: our lands and our place within them
On April 3, Destination BC and Indigenous Tourism BC (ITBC) launched Illahee: a new Indigenous-focused consumer marketing campaign. This campaign features docu-style videos from the co-created Illahee series that uplift Indigenous voices and share the connection that Indigenous people have with the land and wildlife in BC.
The campaign is the latest evolution of the long-standing partnership between Destination BC and ITBC, who have collaborated closely to take a holistic approach on this consumer-direct marketing initiative.
The first three episodes of the Illahee series spotlighted three Indigenous leaders and their personal and cultural connections to elements of nature: water, rainforests, and mountains, and were featured in the 2022 The BC Effect—Find Yourself campaign.
In addition to the Water episode of Illahee from 2022, the new 2023 Illahee campaign will feature two new videos that share the storytellers’ connections to key wildlife:
In Indigenous cultures, bears play a significant role. For the Haíɫzaqv (Heiltsuk) Nation everything is connected, from the top of the mountain to the bottom of the ocean. William Housty and Frank Brown want visitors to see how important bears are to the ecosystem and to their way of life. Bears help feed the birds, nourish the soil, and sustain the forests.. Bears are an essential part of the traditions and values of the Haíɫzaqv Nation who are deeply connected to the land, water, and wildlife.
The importance of whales is never lost on Moses and Carl Martin, members of Tla-o-qui-aht First Nation, who honour tradition bringing stories to life when they lead whale-watching excursions. Whales have a storied history in Clayoquot Sound, from one of sustenance to present day where their magnificence invigorates the community and visitors alike.
The campaign will be supported by paid media between now and May 2 in California and Washington, and promoted in owned and earned media in BC, California, Washington, the UK, Germany, and Australia.
BC tourism industry partners are encouraged to share the video content directly from Destination BC’s channels. *Note: The content must be presented as being owned/produced with Destination BC & ITBC, and only Destination BC’s YouTube links must be used. Watch the videos here.
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