On January 15, Destination BC released a 5-minute short film documenting three days in the life of ‘Top Chef’ winner Brooke Williamson, as she travels from Los Angeles to British Columbia to experience the healing powers of our vast nature, or as we’ve dubbed it, The British Columbia Effect.
Williamson is like many travelers, seeking rest and restoration in natural surroundings.
And with more than 15,000 miles of coastline, towering mountains and lush forests, only our province can deliver the serenity gained in its spectacular, vast landscapes and produce The British Columbia Effect.
Science has proven that time in nature can make us happier, more creative and less stressed. In fact, a nature walk can improve short-term memory by 20 per cent. This research dovetails with wellness travel, a trend which is growing more than twice as fast as tourism overall (Source: Global Wellness Institute).
The film is the centerpiece of Destination BC’s latest consumer direct marketing campaign in the United States, encouraging Americans to explore its stunning natural scenery in the spring and fall when they can get closer to nature. Travelers will be reached on digital platforms from Facebook and Instagram to Pinterest and YouTube, as well as online travel agencies like Expedia and TripAdvisor.
We’ve also partnered with USA Today and Outside Magazine to highlight relevant experiences and locations where travelers can explore British Columbia’s wild outdoors.
Watch the video here.
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