To create a competitive advantage that we can successfully sustain over time, Destination BC identified five marketing business goals to attain its strategic objectives. These five goals are:
1. Build brand affinity
2. Drive geographic growth
3. Drive seasonal growth
4. Build an inclusive tourism ecosystem
5. Prepare Destination BC and Industry to be digital-first and privacy-centric
Where We Play: Traveller Journey
The traveller journey is dynamic, non-linear, and involves several touch points and channels along the way, from inspiration to booking and in-destination travel.
Captivate: Destination BC’s primary role is to captivate the interest of our core travellers by creating an emotional connection to Super, Natural British Columbia®, and building brand awareness for the new routes and place brands through compelling brand storytelling.
Activate: Once we have the attention of the core traveller, and BC is on their destination dream list, we deliver planning content using our always-on approach. This triggers the traveller to actively consider BC and start planning a trip.
Generate: At this stage, Destination BC connects the traveller to BC tourism businesses that are best positioned to provide detailed experience and product information to generate a booking.
Advocate: The advocate stage is about encouraging travellers to share their experiences during or post-trip to inspire others to visit BC and drive the lifetime value of returning travellers.
By working with Indigenous Tourism BC, the tourism industry, regional, community, and sector partners in BC, we believe we can achieve exponentially greater impact than by working alone.
To find out more, please e-mail Marketing.Plan@DestinationBC.ca and request a copy of our 2023-2025 Global Marketing Strategy and Plan, available to our British Columbia tourism industry partners.
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