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showing potential visitors british columbia's ski experience is the wildest in the world

campaign | content
Role Art Director, Designer
Client Destination British Columbia
Project One Step Wilder Campaign
Agency DDB Canada

Destination British Columbia (Destination BC) is a provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing

the ask

Promote a diverse range of BC ski related experiences to different traveler types and provide creative production services for the 2018/2019 Global Ski Campaign using the “One Step Wilder” creative platform for Destination BC. We created emotionally engaging content for the Australian, UK, Mexican, USA and Eastern Canada markets through different audience insights.

Role

I was the art director, designer working alongside the copywriter for this project. We worked together to ideate, strategize and present concepts and content suited for the audience. I provided all art direction and design for the deliverables. In partnership with our video editors, I provided the design, storyboard and oversight for the videos.

We created content that suited a number of different segments and product variations such as: Family Ski, Group Ski, Terrain, Aprés Ski and Snow Conditions.

Programmatic banner ads that changed depending on the snow report.

results

1.6 Million leads Generated for BC Travel Businesses

12,800 attributable on-site conversions

A 14% lift in ski visitation to British Columbia overall

Destination BC wins AMA's 2018 Canadian Marketer of the Year for effectiveness