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

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?