• Newsletter
  • News & Events
  • Work With Us
  • Our Commitments
  • Contact Us
Destination British Columbia logo
  • Who We Are
    • Overview
    • Provincial Government of BC
    • Board Of Directors
    • Executive Leadership
    • Tourism Marketing Committee
    • Regional, Community & Industry
      Partners
      • Industry Partners
      • Community Partners
      • Indigenous Tourism
    • Vancouver, Coast & Mountains
      • Meet the Team
      • Events
      • Regional Maps
      • Stay Connected
    • Corporate Documents
    • The Power of Tourism
  • What We Do
    • Overview
    • BC’s Destination Brand
      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
      • Content Marketing
      • Social Media Marketing
      • Influencer Marketing
      • Travel Trade
      • Travel Media
      • Our Markets
    • Destination Management
      • Destination Development
      • Planning Area Look Up Tool
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
    • Funding Sources
      • Co-op Marketing
      • Municipal & Regional District Tax
        Program (MRDT)
      • Other Funding Sources
  • Strategic Approach
    • Overview
    • Corporate Strategy
      • Our 2023-2025 Corporate Strategy
      • Engagement and Input
      • Connecting Respectful Growth of Indigenous Tourism to Truth and Reconciliation
      • Where We Will Focus
      • How We Will Succeed: Our Strategic Levers
      • Summary of Key Strategic Shifts
      • Alignment to Government Strategies
    • Marketing Strategy
    • Invest in Iconics Strategy
      • Strategy Overview
      • Timelines and Engagement
      • Place Branding
      • Destination Development
      • Frequently Asked Questions
    • Diversity, Equity, Inclusion, and Accessibility
  • Learning Centre
    • Overview
    • Experience Development
    • Digital Marketing
    • Social Media Marketing
    • Travel Trade & Travel Media
    • Applying Insights
    • BC's Destination Brand Resources
    • Accessible Tourism
    • Safety & Emergency Preparedness
  • Research & Insights
    • Overview
    • Industry Performance
    • Regional Research
    • Market Research
    • Activity Research
    • Resident Research
    • Research Tools & Methods
  • Who We Are
    • Overview
    • Provincial Government of BC
    • Board Of Directors
    • Executive Leadership
    • Tourism Marketing Committee
    • Regional, Community & Industry
      Partners
      • Industry Partners
      • Community Partners
      • Indigenous Tourism
    • Vancouver, Coast & Mountains
      • Meet the Team
      • Events
      • Regional Maps
      • Stay Connected
    • Corporate Documents
    • The Power of Tourism
  • What We Do
    • Overview
    • BC’s Destination Brand
      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
      • Content Marketing
      • Social Media Marketing
      • Influencer Marketing
      • Travel Trade
      • Travel Media
      • Our Markets
    • Destination Management
      • Destination Development
      • Planning Area Look Up Tool
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
    • Funding Sources
      • Co-op Marketing
      • Municipal & Regional District Tax
        Program (MRDT)
      • Other Funding Sources
  • Strategic Approach
    • Overview
    • Corporate Strategy
      • Our 2023-2025 Corporate Strategy
      • Engagement and Input
      • Connecting Respectful Growth of Indigenous Tourism to Truth and Reconciliation
      • Where We Will Focus
      • How We Will Succeed: Our Strategic Levers
      • Summary of Key Strategic Shifts
      • Alignment to Government Strategies
    • Marketing Strategy
    • Invest in Iconics Strategy
      • Strategy Overview
      • Timelines and Engagement
      • Place Branding
      • Destination Development
      • Frequently Asked Questions
    • Diversity, Equity, Inclusion, and Accessibility
  • Learning Centre
    • Overview
    • Experience Development
    • Digital Marketing
    • Social Media Marketing
    • Travel Trade & Travel Media
    • Applying Insights
    • BC's Destination Brand Resources
    • Accessible Tourism
    • Safety & Emergency Preparedness
  • Research & Insights
    • Overview
    • Industry Performance
    • Regional Research
    • Market Research
    • Activity Research
    • Resident Research
    • Research Tools & Methods
  • Newsletter
  • News & Events
  • Work With Us
  • Our Commitments
  • Contact Us

Consumer Marketing

Temporary Placeholder

Vancouver | Jordan Manley

  • Home
  • |
  • What We Do
  • |
  • Marketing
  • |
  • Consumer Marketing
  • What We Do
    • Overview
    • BC’s Destination Brand
      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
      • Content Marketing
      • Social Media Marketing
      • Influencer Marketing
      • Travel Trade
      • Travel Media
      • Our Markets
    • Destination Management
      • Destination Development
      • Planning Area Look Up Tool
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
    • Funding Sources
      • Co-op Marketing
      • Municipal & Regional District Tax
        Program (MRDT)
      • Other Funding Sources

 

 

2021 will be a year of transition toward the resumption of domestic and international travel as the vaccines are rolled out globally, nationally and locally in BC. Destination BC has developed a marketing recovery plan which will be initiated once the Provincial Health Officer lifts the current travel restrictions in British Columbia. A full three-year marketing strategy and annual 2021 plan is available to all BC tourism organizations by emailing [email protected].

For destination marketing, Destination BC uses a proprietary consumer journey model based on the key path to purchase stages.

Our primary role is to Captivate the interest of our target high-value travellers (residing outside of BC) by creating an emotional connection to Super, Natural British Columbia® through compelling brand storytelling. Once we have their attention and BC is on their destination dream list, we then deliver planning content via digital channels. This triggers the traveller to actively investigate BC and start planning a trip. This is what we call the Activate stage. The next stage is Generate, where Destination BC connects the traveller to BC tourism partners that are best positioned to provide detailed experience and product information in order to close the sale. The Advocate stage is all about encouraging the sharing of experiences during or post-trip to inspire others to visit as well as driving repeat visitation.

For our consumer-direct programs in 2021, Destination BC will focus primarily in domestic markets. Since awareness is high in Canada about travel to British Columbia, DBC will focus primarily on Activate, Generate and Advocate stages to drive interest, travel planning and trip booking actions.

In our international markets, given that it is expected that borders will not open until the second half of 2021, Destination BC will work primarily with international travel trade and travel media to generate interest and travel to BC in 2022.

To find out more, please e-mail [email protected] and request a copy of our 2021-2023 Global Marketing Strategy and 2021 Plan, available to our British Columbia tourism industry partners.

Some of our Consumer Marketing Campaigns

Posted: November 8, 2022

‘You, Elevated’ Campaign Launches to Draw Washington & California Skiers to BC

Read Article

Subscribe to Directions, Destination BC’s e-newsletter, for the latest news and program updates.

Receive updates, research and news you can use.

Destination BC

  • Work With Us
  • Contact Us
  • News & Events
  • Corporate Documents
  • Site Map
  • Legal Terms & Privacy Policy

Official Websites

Spirit Bear

HelloBC.com

Be inspired to start planning your BC Vacation.

B.C. and Guangdong work together to open doors for businesses, create good jobs in B.C.

Travel Media

Information for journalists, editors and broadcasters.

red truck in a vineyard

Tourism Business Portal

Online, self-service business listings system for tourism industry.


Follow Us:

Twitter Youtube Linkedin

Subscribe to our newsletter

Subscribe
Destination British Columbia logo
© 2023 - Destination BC Corp. – All rights reserved. "Super, Natural British Columbia®", "Super, Natural", "Hello BC" and "Visitor
Centre" and all associated logos/trade-marks are trade-marks or Official Marks of Destination BC Corp.