Destination BC has released its new corporate strategy and tourism marketing plan that will be used to market British Columbia to prospective visitors from around the world.
Their three-year corporate strategy and marketing plan has been designed to strengthen marketing and the overall travel experience in new ways.
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 traveller advocacy.
- Amplifying and strengthening British Columbia’s world reputation as a tourism destination.
- Achieving market leader status for travel trade relationships.
In addition, Destination BC has also unveiled the Super, Natural British Columbia brand, which focuses on nature at its core and showcases the power of British Columbia’s wilderness, and the emotional connection that it makes with travellers.
The new brand will first be used in Destination BC’s upcoming ski campaigns in Washington, and Ontario beginning this month and throughout the ski season. It will then be utilized throughout social media, advertising and PR initiatives.
