Destination BC introduces new branding
Destination British Columbia has introduced a new tourism marketing plan and accompanying branding. The new materials will be used to market the province internationally as a travel destination. The brand makes use of the tagline, "Super, Natural British Columbia." It focuses on the beauty of the province's wilderness areas and the emotional connection visitors can make with it. The branding will appear for the first time in upcoming ski campaigns in Washington and Ontario. It will also be used for advertising, public relations and social media activities. The branding was developed in association with Dare of Vancouver.
"Since Destination BC's inception, we've been listening to industry's many voices, gathering perspectives on the best approach to building value for the businesses and people in our visitor economy and seeking direction on the most important role for us in that work," said Marsha Walden, CEO of Destination BC. "Industry wants bold leadership and a clear plan. They need inspired marketing to draw the world to their doorstep, and, like every business, they want to get maximum value from every dollar in BC's tourism system. Our new corporate plan lays out the strategy Destination BC will follow for the next three years to help British Columbia reach its full potential as a tourism destination."