Destination BC Unveils Exciting 2025 Ski Marketing Campaign in Australia
On May 12, Destination BC launched an exhilarating 2025 ski marketing campaign aimed at Australian adventurers with a passion for skiing. This initiative invites thrill-seekers to discover the breathtaking allure of skiing in British Columbia (BC).
Building on Success: The 2025 Campaign
This dynamic campaign will unfold over six weeks, leveraging the successful framework of its 2024 initiative and utilizing the compelling “You, Elevated” creative platform. The objective? To ignite a sense of desire among Australian travelers eager for expansive slopes, challenging terrain, and authentic cultural experiences within the stunning mountain communities of BC.
Multi-Platform Media Strategy
The 2025 campaign employs a multi-platform media approach, merging awareness and engagement seamlessly. It includes high-impact video assets featuring beloved Australian personalities, showcasing how BC provides not only exceptional skiing experiences but also fosters community, connection, and a deeper sense of belonging amid the mountains.
Captivating Audiences
Captivate Tactics:
Engaging storytelling through video, print, and premium placements aims to heighten awareness and inspire travel.
Activating Interests
Activate Tactics:
Targeted digital content will drive active engagement and consideration among high-intent potential travelers.
Skiing in BC: A Perfect Match for Australian Skiers
The ski destinations in BC resonate with the adventurous spirit of Australia’s intermediate to advanced skiers. Highlights include:
- Big vertical, diverse terrain, and consistent snow
- Wide-open runs with short lift lines
- Authentic ‘Canadiana’ experiences, featuring small-town mountain culture and delectable après-ski delights like caesars and poutine
- Opportunities beyond the chairlift: heli-skiing, cat-skiing, Nordic skiing, ski touring, and snowshoeing adventures
- Proximity to vibrant city life, allowing easy combinations of ski trips and urban exploration in select areas
Strengthening Travel Trade Partnerships
To supplement the consumer campaign, Destination BC is forging strategic partnerships with leading Australian ski tour operators and participating in the 2025 Snow Travel Expos in Melbourne (May 18) and Sydney (May 25). The organization is also collaborating with travel media for press trips, enhancing year-round storytelling and raising awareness of BC as a premier ski destination.
Economic Impact of Skiing in BC
The skiing industry in BC significantly contributes $2.15 billion in annual direct revenue (2022–2023) and supports over 12,930 full-time jobs. This sector is a cornerstone of seasonal and regional economic development, playing a vital role in the province’s visitor economy.
Discover More
📷 Visual Highlights
Featured Image Location and Credit: Big White Ski Resort, Destination BC/Blake Jorgenson
View the Campaign
Check out the sample campaign newspaper ad here!
Embrace the thrill of winter sports in the captivating landscapes of BC—where every run is an opportunity, and each experience leaves you wanting more!
