29 JUN 2018: Destination British Columbia has earned the title of Marketer of the Year by the BC Chapter of the American Marketing Association (BCAMA). The organization outshone strong competition to secure the honour, which recognizes the most innovative, attention-catching and results-oriented initiatives executed by BC marketers.

Destination BC’s 2018 Marketer of the Year submission centred on the organization’s journey of transformation, one that has expertly navigated the challenges of a highly competitive industry continually disrupted by changes in technology and rising consumer demands.

In a compelling video, Destination BC shared game-changing work undertaken daily by each part of the organization, including deep research into key markets and shifting consumer expectations, the Remarkable Experiences Program, a collaborative workshop that helps tourism businesses improve their product experiences while increasing revenue potential, and the Co-op Marketing Partnerships Program, which aligns the efforts of communities across the province as they market their destinations to the world.

Destination BC’s has also launched a content marketing division, which uses immersive video, audio and user-generated content to authentically showcase British Columbia’s tourism product and experiences.
Combined with longstanding relationships with trade, media and corporate platforms like Google and Facebook, Destination BC’s bold approach was more than enough to secure the title of Marketer of the Year.

“This extraordinary recognition from BC’s marketing professionals is thrilling for our incredibly talented team,” said Marsha Walden, CEO of Destination BC.

“Competition for global travellers is ferocious. We have completely transformed our destination marketing and the results really show. These investments are helping us compete to win on the digital battlefield and empowering all of our tourism partners to compete better together. We’re truly honoured to receive this prestigious award from BCAMA.”

“It wasn't simply about their well-crafted creative executions or the way they implemented the latest technology to articulate their message in a personalized and relevant fashion that stood out - it was also their use of analytics, data mining, and a partnership with Google," said Kim Mech, Immediate Past President BCAMA & Judging Chair. "What also impressed us on the judging committee was how Destination BC was able to re-configure their entire marketing team to ensure that the vision was bought into and achieved."

The award will be presented in fall 2018 at the BCAMA gala event.

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