The BC Effect – Find Yourself! Destination British Columbia unveils new campaign

As travel resumes around the world, and Canada continues to welcome guests after reopening its borders, Destination British Columbia is vying for international visitors with the launch of ‘The British Columbia Effect – Find Yourself’. The campaign eyes international travellers looking to get in touch with the region’s landscapes.

The extensive CA$6.7 million marketing campaign is designed to  encourage travel to British Columbia in 2022 and 2023 from key international markets, including the UK. Leveraging the global brand platform, The BC Effect, the campaign aims to inspire travellers to gain a different perspective and find themselves within British Columbia.

Capitalising on the trend for natural escapes, the destination body is spotlighting its authentic and immersive experiences across British Columbia’s landscapes.

Lisa Cooper, Destination BC’s UK travel trade director, said: “The campaign will share the authentic values and transformative powers of BC’s nature with visitors, creating an emotional connection with the province. We are looking forward to working with our travel agent partners to turn that into memorable, meaningful holiday experiences.”