2010 Olympic Marketing Campaign

In mid January, the Province of British Columbia launched a 2010 Olympic marketing campaign that runs through to the end of March. Designed to complement the globally known Super, Natural British Columbia® brand, the campaign is timed to build on the heightened awareness of the Vancouver 2010 Olympic and Paralypmic Winter Games. Positioning BC as an all-season destination with vibrant cities, breathtaking scenery, and a diverse array of activities to choose from, the campaign includes well known British Columbian celebrities and highlights all six tourism regions in the province.

With a strong message of what BC has to offer visitors, the campaign utilizes various media channels such as television, print, and online. Michael J. Fox, Sarah McLachlan, Eric McCormack, Ryan Reynolds, Steve Nash and Kim Cattrall share their affections for BC amidst various unique BC backdrops in a 30 second television spot running on CTV and NBC through the Winter Games.

Online strategies consist of dedicated destination pages on NBCOlympics.com and CTVOlympics.com and will feature digital ads, videos and a contest to win a dream vacation to BC. Online ads will appear on major portals and travel websites such as MSN, Yahoo!, and TripAdvisor.

Further tactics include upcoming segments during the Games on Canada AM and eTalk, print ads in the Globe and Mail and other regional papers and magazines, ads in the domestic and international terminals at YVR, and outdoor transit advertising on billboards, transit shelters, the interior of buses, and posters in Metro Vancouver.

HelloBC.com has also been updated to support the new campaign with vivid images and enhanced content including information on 139 BC communities and 6500 tourism businesses. Some new features were added in summer of 2009 such as a ‘Special Offers’ page filled with promotions from tourism businesses around the province.

“This campaign is the culmination of our marketing efforts that started when we won the bid six years ago,” said Minister of Tourism, Culture and the Arts, Kevin Krueger. “The Games offer access to unprecedented audience levels our province has never experienced before and this campaign will further allow us to leverage increased awareness about the tourism experiences throughout the regions of British Columbia.”

2010 Olympic Marketing Campaign     Update your listing on HelloBC.com Join Tourism BC's Reservations Program Maximize social media opportunities Prepare your staff to welcome the world

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Tourism 2010 Resource Centre Tourism BC Industry Programs Travel Media Relations www.HelloBC.com For more information on the business of tourism in British Columbia, marketing research and Tourism British Columbia's programs, visit www.tourismbc.com.