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
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.
I was the art director, designer working alongside the copywriter for this project with oversight from the Creative Director. 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.
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