Destination BC China recently completed an in-market spring campaign themed after the province’s lush forests. Campaign activities included a strong online presence showcasing eight forests in various B.C. regions; an interactive mobile program that reached 330,000 people; and a pop-up store featuring creatives of a B.C.’s forest chalet and 360˚ video experience.
The campaign’s online landing page included the trailer for the Great Bear Rainforest IMAX® documentary and travel deals throughout the province. The pop-up was hosted in partnership with PageONE, one of China’s leading bookstore brands, and featured B.C. exhibits at three stores. In addition to snapping selfies with B.C. background displays, visitors were able to visually explore the province through a 360˚ video experience. The event attracted 90,000 people in its first five days.
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