Destination BC Takes Action to Promote and Support Fire-Affected Areas

The provincial state of emergency due to the wildfire may have been lifted, but many tourism operators are still assessing the full impact of damage to their business. Destination BC remains committed to actively promoting affected areas in the Thompson Okanagan and Kootenay Rockies, building on the actions taken in the immediate aftermath of the wildfires. We will also focus more support on the Cariboo Chilcotin Coast as the region begins its recovery.

Through our Explore BC campaign we have:

• Leveraged four in-studio segments on Global TV’s morning show in September and October to promote fall festivals and events like the Okanagan wine festival, plus wildlife viewing activities, such as the Bighorn Sheep in the Kootenay Rockies
• Promoted travel best bets in four segments with Global’s Claire Newell, highlighting deals such as an eco-tour northeast of Williams Lake; a resort in Kelowna featuring golf at local courses; and a romantic escape to Radium Hot Springs
• Posted five articles on Global BC’s website, covering topics such as hot springs, a tour of Okanagan wineries, and the changing seasons at BC’s provincial parks
• Provided broad exposure for the Okanagan Valley and Kootenay Rockies through advertising spots
• Placed social advertising on Facebook with a focus on immediate travel opportunities, such as the Headbanger Festival in Radium Hot Springs.

These are just a sample of our activities underway to help sustain tourism within the province. Upcoming ads will be developed to evoke emotion and drive urgency to travel to the three areas hit hardest by BC’s wildfires. The ads will integrate the real voices of people and tourism providers from the communities affected by the fire. BC’s tourism industry can assist our efforts by using #exploreBC on their own social posts or by sharing Destination BC’s content on their network.