We are thrilled to share that the marketing initiative we developed in partnership with Indigenous Tourism BC (ITBC), “The BC Effect – Find Yourself” marketing campaign, has won the Digital Marketing Award category in Digital Tourism Think Tank’s (DTTT) 2022 X. Festival Awards! These awards recognize creativity, talent, and innovation in the tourism industry with the Digital Marketing Award dedicated to recognizing impactful, innovative, and uniquely engaging digital brand concepts.
The campaign leverages the global brand platform, The BC Effect, first launched in 2019 and reimagined for the current landscape to inspire global audiences to tap into something bigger, awaken a deeper connection, gain a different perspective, and find themselves–in every sense of the word–all within BC.
Working in close collaboration with ITBC, we launched the global campaign to demonstrate the power of nature’s healing effects. Together, we drew on truths established over thousands of years of lived experience to show the benefits of BC’s transformative nature through an Indigenous worldview. “Find Yourself” showcases BC in a visually stunning and emotionally compelling way by positioning world-renowned vast and rugged nature alongside rich and diverse Indigenous cultures found across BC to highlight what makes the province unique on a global stage.
The poem in the video is by Haida Nation artist, Gidin Ḵuns | Cohen Isberg and it is performed by ᓀ ᒣ ᐦᐃ ᑑ ᐤ ᐃ ᐢ ᑯ ᑌ ᐤ ᒥ ᐢ ᑕ ᑎ ᐤ from the Zagime Anishinabek Nation. The words speak powerfully to the human experience in nature by revealing the Indigenous values of interconnectedness, reciprocity, gratitude, and stewardship. Learn more: https://www.xfestival.travel/awards-entries/bc-effect-find-yourself
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