Case Study: The Wind Within

BC has long been romanticized as a destination that is intrinsically linked to recreation and nature; and our tourism product has traditionally relied on outdoor assets and the promotion of recreation.

In late 2014, Destination British Columbia launched a video and set of corresponding marketing materials that sought to expand on the “Super, Natural” brand promise for the province.

Watch the video here: “The Wild Within: British Columbia, Canada” Links to an external site.: https://www.youtube.com/watch?v=dNFrZNjs2ng Links to an external site.

As part of an assigned team, answer the following questions:

1. What natural elements are being promoted?
2. What recreational activities are featured in the video?
3. Which industry groups or associations are needed to support these activities? Name at least five.
4. What are the advantages of promoting BC’s natural elements as a pillar of marketing campaigns?
5. What are the disadvantages? How might these be mitigated?

After answering these questions, on your own come up with a design for a marketing piece that profiles one recreational activity in your local community. This could be a webpage, a brochure, an app, a poster, or another marketing piece. Be sure to visit the Destination BC brand website Links to an external site. to make sure your ideas fit in with “The Wild Within” concept and brand.  Be prepared to present your design idea in class.