NEWS RELEASE

For Immediate Release 2009TCA0011-000541 November 5, 2009

Ministry of Tourism, Culture and the Arts

 

SKI CAMPAIGN PUTS TRAVELLERS ON THE MAP

 

VANCOUVER – With more than half of the province’s tourists coming from within British Columbia, Tourism BC is making sure more domestic travellers take advantage of B.C.’s world-class ski destinations, Kevin Krueger, Minister of Tourism, Culture and the Arts announced today.

 

“The Vancouver 2010 Olympic and Paralympic Winter Games provide an opportunity to capitalize on the vast media relations exposure our province will receive as a Host Province,” said Krueger. “British Columbians need to remember that while visitors from around the world are coming to Vancouver and Whistler for the Games, the other ski resorts and winter entertainment around the province are also welcoming your business.”

 

The Province’s multi-tiered ski campaign is geared to showcasing all of B.C.’s spectacular resorts and coincides with the launch of an iPhone application called Near Me BC, which places visitors just a click away from local restaurants, hotels and attractions. Using Google map and GPS technology, travellers can now search over 4,000 HelloBC.com listings that are nearby their current location, or in other areas of the province.

 

“Consumers expect high-quality, real-time travel information. To be competitive as a destination, it is our job to ensure we exceed those expectations,” said Krueger. “HelloBC.com holds a wealth of information for travellers who can easily connect with British Columbia tourism businesses as they travel through our province.”

 

Now in its fifth year, the Province’s ski campaign for 2009-10 will leverage exposure from the 2010 Winter Games to drive visits to B.C.’s ski destinations. Using a variety of media such as print, online and electronic direct marketing, the campaign targets long- and short-haul destination skiers and aims to capture the attention of active individuals, couples and families. Outside the province, the primary markets are California, Ontario, Alberta and Washington State.

 

The campaign highlights special offers for this season from B.C.’s 13 resorts at HelloBC.com/skioffers. Viewers can connect immediately with up to date specials and packages and link directly to resort websites for more information. Last year’s ski campaign directed more than 170,000 visits to resort web pages.

 

 

 

Further tactics include providing daily snow conditions along with key messages emphasizing that British Columbia’s ski resorts are open and ready for business. The campaign will also feature online ads inviting users to enter contests and encouraging them to pass along information through Facebook and Twitter as well as other social networks. YouTube videos will be an important focus again this year as Tourism BC field reporters visit different resorts to highlight B.C. as an Olympic-calibre winter destination.

 

A central element of the campaign is the 2009-10 Super, Natural British Columbia Ski Guide. Available in print and electronic format, the Ski Guide highlights 13 resorts throughout the province, providing details on mountains, runs and terrain. Printed and electronic versions of the guide will also be used as part of ski campaigns in the U.K., Germany and Australia.

 

As part of the Ministry of Tourism Culture and the Arts, Tourism British Columbia promotes the Super, Natural British Columbia brand to the world. For more information on Tourism BC’s programs, visit www.tourismbc.com.

 

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Contact:

Victoria Klassen Senior Public Affairs Officer Ministry of Tourism, Culture and the Arts 250 356-8177

 

For more information on government services or to subscribe to the Province’s news feeds using RSS, visit the Province’s website at www.gov.bc.ca.