Summer 2007
NBCTA campaigns getting consumers' attention
In 2007, Northern British Columbia Tourism Association (NBCTA) launched two strategic advertising campaigns to bring more visitors to our area.
Best Place 2007, a multimedia campaign through CanWest Global, involves all six of British Columbia’s tourism regions. It promotes tourism within the province, generates awareness of NBCTA and the other tourism regions, and offers British Columbia residents a simple way to request travel information.
“Your best place on earth is your best place to vacation this summer!” is the theme.
The campaign uses three media: Print ads in The Vancouver Sun and Province; the world wide web; and television. Six 30 second commercials are playing on Global TV, during News (with Wayne Cox) and Cheryl Mackinnon’s Travel and Lifestyle features. Viewers are sent to www.bestplace2007.com for travel information and contest entry. Each region is offering their own prize, and the contest is also being promoted by Global Television. Best Place 2007 is a 12-week campaign, and is still running.
Another successful campaign recently ran on the A-Channel network, targeting the huge Vancouver Island and the Lower Mainland markets. This campaign enticed consumers to select Northern BC as a vacation destination, and pointed them to www.northernbctourism.com for travel information and ideas.
The 30-second commercial ran for four weeks on the A-Channel network. As an incentive, the campaign offered a chance to win a family vacation in northern BC, which was cross-promoted on A-Channel news.
The two week campaign generated approximately 1,000 contest entries, and winner of the spectacular trip to our region is Leona Williams of Campbell River, BC.
Extreme adventure comes north
Haida Gwaii and Prince Rupert were spectacular backdrops for “Raid the North Extreme”, filmed June 23-30, 2007. This grueling big name adventure race was a perfect way to bring attention to northern BC’s amazing outdoor adventure opportunities and stunning scenery. The Haida Heritage Centre at Kaay Llnagaay served as race headquarters on the islands, while Prince Rupert hosted both the official welcoming and end of the race. Northern British Columbia Tourism Association, as a major sponsor of the event, receives video footage, commercial time during the fall broadcast, and other rights.
Travel writers' interest in Northern BC booms!
There has been a huge increase in media interest about northern BC, due to ongoing media outreach. Spring and summer have brought some major media visits; we have hosted writers from the UK, Germany, the US and Canada.
Publications represented include the Sunday Telegraph, Globe and Mail, Calgary Herald, Vancouver Sun and Smithsonian Museum American Indian Magazine.
In June, Northern British Columbia Tourism
Association hosted a successful "Raid the North Extreme" media familiarization trip, and the resulting coverage will be featured in Western Living Magazine, and on CBC Radio and 24 Hours Vancouver.
The value of media exposure in the first half of 2007 was over $1,082,000, which is an increase of almost 70% from last year's total.
Make sure that you keep us up-to-date on what’s new in your operation or area, so we can get the message out!
Shooting for the future
Two projects to obtain High Definition footage of northern British Columbia are underway.
Barbershop Films has been selected to produce high end footage of the area, which will be used in Tourism British Columbia promotions and to generate a footage reel for future Northern BC Tourism commercials.
DirectAd Media will also be shooting footage of northern BC communities in High Definition. This crew will work in conjunction with community tourism stakeholders
to decide which activities and attractions to shoot. This footage is intended as reference footage and will be supplied primarily to the media, but will also be used in NBCTA promotional materials, and made available to community stakeholders.
Northern Announcements
Mark Your Calendar!
Smithers is our host community for Northern British Columbia Tourism Association's Annual General Meeting & Conference, October 18 to October 20, 2007.
Meet and network with tourism representatives and operators from around the region, and participate in useful sessions including: the Value of Media, NBCTA Marketing Plan overview, and more.
Enjoy the Octoberfest activities, elect new board of directors members, bid in our live & silent auctions, and attend our Gala Dinner & Awards night. Register today by downloading the forms from our website here.
Did you see it?
"GetOut! with Shelley & Courtney" featured Mackenzie stakeholder Rocky Mountain Trench Adventures. The episodes aired August 18 and 25, 2007 on OLN, and showed some of the adventures to be found in northern BC!
Consumer Show Partnering- registration is now open!
Promote your business with face to face contact with thousands of consumers in your target market.
Consumer Show registration has started, and there are several new shows available to attend. Choose a sportsmen’s show, RV show, adventure show or snow show, and receive a significant discount on your booth rental.
NBCTA will partner shows that have at least two stakeholders in good standing who wish to attend.
Congratulations!
to Dawson Creek on the opening of Alaska Highway House and the Road to Alaska Exhibit. Photographs, film footage, stories of soldiers and civilian workers, highway building artifacts and interactive exhibits all grace the centre, located opposite Mile 0 of the Alaska Highway.
Local historians, community groups and representatives from communities along the Alaska Highway all contributed to the effort, which was coordinated by Tourism Dawson Creek.
Alaska Highway House will bring more visitors to the region and increase visit length by showcasing information about this historic transportation route, as well as providing information about the landscape, wildlife and culture of the area.
Comments/suggestions for Seasons newsletter? Send to: susan@nbctourism.com
In this issue
Ad campaigns getting consumers' attention
Travel writers flock to Northern BC
High Definition footage coming
Our Webstats:
May: 21,551 visits
(695 / day)
June: 20,632 visits
(688 / day)
July: 21,531 visits (695 / day)
Is your listing on our website up to date?
Current marketing opportunities:
2008 Northern BC Travel Guide
Meeting Places
Travel Industry Guides to Canada
Tourism BC’s Vacation Planner
Tourism BC’s Outdoor Adventure Guide
Fishing and Hunting News
Coming soon:
BC Outdoors Fishing Adventures
Northword Magazine
Contact: Hilary Erasmus
Travel Guide sales only:
Meredith Bogle
New Marketing Coordinator
NBCTA is proud to introduce a new member of our team: Hilary Erasmus.
Hilary has joined us as Marketing Coordinator, and will be working alongside Clint Fraser, Marketing Director. She comes to us with a BBA from Simon Fraser University, majoring in Marketing, and eight years of tourism marketing experience.
Hilary has worked for Grouse Mountain Resorts, Intrawest Corporation, and Integris Credit Union, focusing on brand development, marketing research and advertising campaigns. She is a huge asset to our team and we are excited to have her!
A Fond Farewell:
to Heather MacRae, Stakeholder Relations Coordinator. Heather is moving on to a position as Manager of Adventure Tourism with the Ministry of Tourism, Sport and the Arts. If you would like to get in touch with Heather, please contact our office.
All the Best, Heather!
