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The Big Reveal – Destination BC unveils new brand and strategy

women standing on the seashore
Destination BC released its new corporate strategy and tourism marketing plan November 4th. — Photo courtesy

The long awaited and highly anticipated brand revitalization effort from Destination BC (formerly Tourism BC) was released on Tuesday. Bannered under the theme Wild Within, the three-minute plus video displays the icon imagery of British Columbia from sea to sky and from rainforest to desert to snow-capped peaks. Destination BC stated on Twitter, “We're proud to share BC's revitalized brand story for the first time: Super Natural British Columbia....We think the story our Super, Natural British Columbia brand has the wow factor, we hope you do too.”

“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. Industry wants bold leadership and a clear plan,” said Marsha Walden, CEO Destination BC. “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 – our plan for how we will win, together.”

Destination BC released its new corporate strategy and tourism marketing plan November 4th, and unveiled key elements of BC’s revitalized destination brand that will be used to market British Columbia to prospective visitors from around the world.

Destination BC’s ambitious three-year corporate strategy and marketing plan are designed to strengthen the key drivers behind tourism revenue—marketing and the travel experience—in new ways. The Corporation is also refocusing its operations and spending on its primary role, marketing BC.

The strategy supports the BC Jobs Plan through a focus on revenue performance measures, aimed at growing the tourism sector across the province.  The key corporate goals for growth include:
  • Revenue: Lead Canada in growth of overnight visitor expenditures.
  • Visitors: Secure the highest Net Promoter Score in North America.
  • People: Build a collaborative, insight-driven, results-focused team.

The Corporation’s five core marketing objectives over the next three years include:

  • Achieving annual increases in visitor revenues and volumes from its top ten markets.
  • Strengthening British Columbia’s destination brand health and resonance.
  • Increasing brand engagement and traveler advocacy.
  • Amplifying and strengthening British Columbia’s world reputation as a tourism destination.
  • Achieving market leader status for travel trade relationships.
Tourism has become one of the fastest growing economic sectors in the world and is BC’s third largest employer. In 2013, just over 132,000 people were employed in tourism-related businesses in BC, up 3% over 2012. The tourism industry also contributed $7.3 billion in GDP in 2013, a 2.1% increase over 2012.

Watch for the Destination BC roadshow rolling out the new tourism strategy throughout the province with stops in Nelson and Cranbrook later this month.

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