Destination British Columbia has released a new corporate strategy, tourism marketing plan and a revitalized destination brand that will be used to market British Columbia to prospective visitors from around the world.

The three-year corporate strategy and marketing plan are designed to strengthen the key drivers behind tourism revenue, marketing and the travel experience in new ways.  Destination British Columbia is also refocusing its operations and spending on its primary role, marketing British Columbia.

In addition to launching its new corporate strategy, Destination British Columbia also unveiled the revitalized Super, Natural British Columbia® brand, which focuses on nature at its core and showcases the power of British Columbia's wilderness, and the emotional connection that it makes with travellers.

• Destination BC's new corporate strategy can be viewed at www.destinationbc.ca/ourplan
• To view a video that tells the brand story, please visit https://www.youtube.com/watch?v=dNFrZNjs2ng&feature=youtu.be  
• Imagery showcasing how the new brand will be used in upcoming campaigns can be viewed and downloaded here: https://www.dropbox.com/home/Destination%20BC%20-%20Brand%20Launch
• For information about British Columbia visit Destination British Columbia's website at www.BritishColumbia.travel

-Ends-

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 additional story ideas visit Destination British Columbia's media site at www.travelmedia.helloBC.com

Press information:        

Sarah Sheehan, Destination BC

Press-office@destinationbc.co.uk

T. 07770 235564