SYS-CON MEDIA Authors: Carmen Gonzalez, Sean Houghton, Glenn Rossman, Ignacio M. Llorente, Xenia von Wedel

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Going for Gold! Destination British Columbia Showcases BC Ski as the World Focuses on Winter Sport

VANCOUVER, BRITISH COLUMBIA -- (Marketwired) -- 02/06/14 -- While athletes are ready to battle for medals in Sochi (Go Canada!), Destination British Columbia is working hard to deliver gold for BC's tourism industry. After all, the timing is right: the US dollar is on the rise and the Corporation's latest ski campaign-Ski It to Believe It-is building awareness of BC's ski experiences just as the world focuses its attention on winter sport.

Launched in October 2013, Destination BC's 2013/14 North America ski campaign is designed to motivate skiers to learn more about the BC ski experience by connecting them with resort information. A ski microsite www.skiittobelieveit.com showcases BC's 13 ski resorts and includes special offers and snow conditions. Visitors can also enter a contest to win a $15,000 ski vacation of their dreams or star in their own BC Ski video on Facebook.

"To capitalise on the upcoming Games, we have amped up our ski message advertising online, on television and in print," said Marsha Walden, Destination BC's CEO. "With homepage takeovers on web sites like CBC.ca, visibility on Global TV BC's nightly news and print advertising in the Seattle Times that jumps off the page, we are urging travellers to take a BC ski vacation."

Through its social channels, Destination BC is also increasing the #SkiBC references on Facebook, Twitter and Instagram, and producing a flurry of ski content for the popular Explore BC Blog.

In December 2013, Destination BC hosted international media to experience BC's 2010 Olympic legacies. In all, 13 journalists skied the same slopes as Olympians at Whistler Blackcomb, rushed down the fast and technical bobsleigh track at the Whistler Sliding Centre and tested their endurance on the speed skating track at the Richmond Olympic Oval. The event resulted in substantial BC coverage in five countries to date, with more press trips booked for the future. All of these activities were in partnership with the Canadian Tourism Commission, Tourism Vancouver, Tourism Whistler and Tourism Richmond

Ski is the biggest driver of tourism revenues in BC during the winter months. In 2012, BC ski resorts welcomed over 6.5 million skier visits, of which 46% were destination skiers from outside BC. BC plays a large role in the overall Canadian ski market, accounting for one-third or 34% of all skier visits in Canada in the 2012/2013 season (Canada West Ski Areas Association).

Serious Performance (to date)


--  150,000+ visits to Ski It to Believe It.com
--  46,000+ clicks to BC's 13 destination ski resorts
--  23,000+ ski contest entries
--  2,500 ski articles published, equivalent ad value $11 million.
--  25 million impressions and 6,800+ #SkiBC mentions

Destination British Columbia is an industry-led Crown corporation that works collaboratively with tourism stakeholders across the province to coordinate marketing at the international, provincial, regional and local levels. For more information about Destination British Columbia's programs and services, please visit: http://www.DestinationBC.ca/

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