Destination British Columbia has earned the coveted title of Marketer of the Year by the BC Chapter of the American Marketing Association (BCAMA). The organization outshone strong competition to secure the honour, which recognizes the most innovative, attention-catching and results-oriented initiatives executed by BC marketers.
Destination BC’s 2018 Marketer of the Year submission centred on the organization’s journey of transformation, one that has expertly navigated the challenges of a highly competitive industry continually disrupted by changes in technology and rising consumer demands. In a compelling video that won over the judges, Destination BC shared game-changing work undertaken daily by each part of the organization, including deep research into key markets and shifting consumer expectations; the Remarkable Experiences Program, a collaborative workshop that helps tourism businesses improve their product experiences while increasing revenue potential; and the Co-op Marketing Partnerships Program, which aligns the efforts of communities across the province as they market their destinations to the world.
The judges were equally wowed by the launch of Destination BC’s content marketing division, which uses immersive video, audio and user-generated content to authentically showcase British Columbia’s tourism product and experiences. Combined with longstanding relationships with trade, media and corporate platforms like Google and Facebook, Destination BC’s bold approach was more than enough to secure the title of Marketer of the Year.
“This extraordinary recognition from BC’s marketing professionals is thrilling for our incredibly talented team,” said Marsha Walden, CEO of Destination BC. “Competition for global travellers is ferocious. We have completely transformed our destination marketing and the results really show. These investments are helping us compete to win on the digital battlefield and empowering all of our tourism partners to compete better together. We’re truly honoured to receive this prestigious award from BCAMA.”
“It wasn’t simply about their well-crafted creative executions or the way they implemented the latest technology to articulate their message in a personalized and relevant fashion that stood out – it was also their use of analytics, data mining, and a partnership with Google,” said Kim Mech, Immediate Past President BCAMA & Judging Chair. “What also impressed us on the judging committee was how Destination BC was able to re-configure their entire marketing team to ensure that the vision was bought into and achieved.”
“Congratulations to the Province’s tourism marketing organization Destination BC for earning this prestigious honour, and for its leadership as a standard of excellence for tourism organizations across the province,” said the Honourable Lisa Beare, Minister of Tourism, Arts & Culture. “Tourism is an integral part of BC’s culture and economy, employing more than 133,000 British Columbians. I am so pleased that the BC chapter of the American Marketing Association has recognized the hard work undertaken by Destination BC, and other tourism businesses, to bring visitors to the province and build BC’s thriving tourism industry.”
BCAMA is a non-profit organization that unites marketers from across all industries and disciplines to connect, learn and be inspired by each other. The annual Marketer of the Year award is granted by a panel of industry experts who review hundreds of submissions and select one winner that demonstrates outstanding strategic planning and creative execution. The award will be presented in fall 2018 at the BCAMA gala event, one of B.C.’s most anticipated industry events. For more information, visit www.bcama.com.
Destination BC is an industry-led Crown corporation that works collaboratively with tourism partners across the province to coordinate marketing at the international, provincial, regional and local levels. For more information about Destination BC’s programs and services, please visit: DestinationBC.ca
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