NORTH AMERICA MARKETING UPDATE Destination British Columbia

Spring Summer 2014 Campaign Objective: Motivate consumers to move BC up their list of leisure vacation destinations from “consideration” to “intent to travel”

Background Recent research  better understanding of targets Seek greater impact; fewer messages / objectives in fewer markets Use insights from brand strategy work underway to inform creative choices

Direction -Increase emphasis on inspiration; stronger emotional connection -Move away from “moments” concept and microsite -Continue to promote/feature trip ideas -Imagery: balance of urban and nature, familiar, iconic products

Market Rationale – key insights Where can we make the most difference? – Ability to influence greatest for leisure – Growth markets that are not easily reached by others CA, WA, ON all have volume, growth potential – California: high awareness, positive impressions, lower penetration – Washington: strong (lifetime) potential, underinvested – Ontario: high awareness, positive impressions, high VFR

Markets 75%California (SF and LA) 15%Washington 10%National US (strong CA/WA reach) ExtraIn-Market (BC) Advocacy

Target Audience “Active Considerers” : BC’s on their list but not currently planning a trip Have been to BC, often more than once; find these travelers and those who look like them 45 – 64 yrs; no children at home; above average income / education; frequent leisure travelers; not VFR Typically travel in July – Sept.; frequent getaways

California Media (1a) California SFO / United Airlines terminal takeover – Jet Bridge domination (21) – Video in the Club Lounge and in-flight video – Access United Loyalty database (to send 5 million s) Operation Surprise and Delight (in SFO) – Listen in on conversations of people waiting for flights; drop in on conversations where appropriate – If the opportunity presents and is genuine, provide virtual concierge-like service and/or info about BC

California Media (1b)

California Media (1c)

California Media (2) California / National US Pre-roll video (3 x 15s) Digital display (site takeovers, tablet, rich media ads, google / other ad networks, top performing sites, social networks) marketing Paid search marketing

California Media (2)

Creative Concept – California

Washington Extension Opportunity to build immediate business Focus on weekend getaways; urban experiences, outdoor adventure, festivals and events Leverage California creative

Washington Media Transit: Double decker wraps and bus sides King5 News sponsorship and online ads Seattle Times full page ads and online ads Digital display (site takeovers, tablet, rich media ads, google / other ad networks, top performing sites, social networks) marketing Paid search marketing

Creative Concept – Washington

In-Market (BC) Advocacy Opportunity To connect with visitors “on the ground” in BC, and empower and encourage them to share their experiences in real-time through their social channels

Objectives 21 Encourage visitors to share their experiences via social media while they are here. Create real-time content to inspire other potential travellers.

Connectivity Barrier: visitors unlikely to share if free wifi not available Solution: Leverage existing wifi (BCVCs, YVR, BC Ferries, other hotspots);expand infrastructure at key locations 22

Awareness Barrier: Visitors who are sharing may not be aware of which handles or hash tags to use Solution: Create POS, OOH to create awareness of #exploreBC 23

Offline Activation Point of sale (posters, buttons, postcards) in VCs/ other locations to create awareness OOH in high visibility locations – arrivals / departures at YVR/YYJ, Canada Line, BC Ferries, Victoria Aqua Buses Messaging: #exploreBC / Share Leverage SS14 creative approach 24

Online activation Constant stream of new content curated and leveraged across various DBC channels Promote across social and non-social channels and via marketing 25

#exploreBC Creative (OOH) 26

#exploreBC Creative (POS)

Campaign Budgets/Timing Budget: $4.85 million SEM, OTA, media relations, marketing investment is in addition Timing: CA: May – July WA : late June – Sept. In-market (BC): late June – Sept.

Social Media Industry Guide (DestinationBC.ca)

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