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Destination BC pouring $6.7M into global marketing campaign to attract international visitors to province

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Destination BC has announced it is launching a $6.7 million marketing campaign with the goal of attracting international visitors to the province in 2022 and 2023.

Click here to read the story at checknews.ca.

Discussion Questions:

  1. Where is BC?
  2. Why is tourism important to BC?
  3. What is destination marketing?
  4. Why do you think BC has an organization dedicated to destination marketing?
  5. According to this news story, how much will Destination BC be investing in this marketing campaign?
  6. What is a target market?
  7. What is the difference between domestic and international travelers?
  8. Why do you think Destination BC is targeting international travelers?
  9. What is Destination BC’s message to consumers in this campaign?
  10. How might that represent the concept of positioning?
  11. Based on information from this story, what advertising channels will Destination BC use as part of this campaign to reach consumers? Why do you think they chose those channels?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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