North America Marketing Update . Destination British Columbia. Spring Summer 2014 Campaign. Objective: Motivate consumers to move BC up their list of leisure vacation destinations from “consideration” to “intent to travel”. Background . Recent research better understanding of targets
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“Active Considerers” :
California / National US
To connect with visitors “on the ground” in BC, and empower and encourage them to share their experiences in real-time through their social channels
Budget: $4.85 million