Destination BC has launched the latest evolution of its successful ‘You, Elevated’ ski marketing campaign to bring the unique features of the BC ski experience and culture to California: a market who sees Canada as next on their ski vacation wish list, and one which presents a tremendous opportunity to position BC as the ultimate destination to fulfill that wish.
Destination BC is reaching the California ski market via Destination Canada’s Winter Seasonal Campaign: a partner co-investment program in which Destination Canada and Destination BC match funds. The campaign will speak to passionate destination skiers with an adventurous spirit, seeking the life-affirming ski moments on which BC resorts can deliver.
The creative will showcase the moments that come to life when the consistent snowfall, vast mountains, variety of terrain, and mountain culture in BC come together, highlighting what sets the destination apart from competitors:
BC is also competitively positioned as a high-value destination for California skiers. Many have multi-resort pass(es) and want to get the full value by visiting more than one ski destination, including in BC, and the US dollar goes further when they cross the border into Canada.
Campaign Quick Dacts:
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