The Cariboo Chilcotin Coast Tourism Association is looking forward to working with Destination B.C. (DBC) to bring new international tourists to the Cariboo-Chilcotin.
On Wednesday, June 4, DBC announced its new global marketing plan, the Iconics, which is intended to help international travellers understand what sets B.C. apart from other destinations around the world. This is being done by the creation of six new Iconics brands, which will split the province into broad regions. These include Rainforest to Rockies, The Great Wilderness, The Infinite Coast, Nature’s Heartland, Valleys & Vineyards and The Birthplace of Adventure.
CCCTA CEO Amy Thacker said her organization welcomes this new marketing initiative and assured local partners that the CCCTA will continue to work to support them. She noted that the DBC works closely with Destination Canada and other destination management organizations like the CCCTA to broadly support the tourism sector of B.C.
"Our operations, work, and region remain the same and we will continue working with Destination BC on international marketing efforts to ensure visitors come to the land without limits,” Thacker said. "(Destination BC) is going to be launching six new brands and refreshing the provincial Supernatural British Columbia brand in international markets. Targeting key travellers like outdoor explorers in key overseas markets like Germany and the UK to tell British Columbia's story in a new way."
In their release announcing the new initiative, DBC said it will be launching Iconics by the fall of this year. Thacker explained that the Cariboo-Chilcotin will primarily fall under the new Nature's Heartland brand, which is intended to highlight the region's "rugged, soul-stirring landscape, where layers of nature and living history meet hands-on adventure." Parts of the region will also fall under the Infinite Coast and Rainforest to Rockies brands, which Thacker said is in line with what the CCCTA has been doing for years.
Over the summer, Thacker said the CCCTA will have the opportunity to leverage this increased investment by working with local businesses and resorts that cater to overseas visitors. She noted the details on what exact form this new marketing will entail are still to be announced, but added it will involve fresh video and photographs of the region.
Thacker said the CCCTA will make sure each of the communities within the region will be represented through content and stories shared with DBC.
"We are working collaboratively with them to shoot new imagery and video over this summer and fall," Thacker said. "So they will be in market with social media, digital marketing, video content and storytelling about people and places across British Columbia."
Thacker noted the primary countries international visitors come from include Germany, Switzerland, Austria, the United Kingdom, Australia and New Zealand.
"We work primarily with German-speaking Europe, so Germany, Austria, Switzerland and the UK, Australia and New Zealand. Those are our largest numbers (of visitors) to the Cariboo-Chilcotin-Coast with Germany and the UK definitely being a top, key market for the area," Thacker said.
Thacker reiterated that these new marketing brands will not change CCCTA's own programs and marketing efforts.
"I'm just really excited to be sharing new opportunities with our operators and communities and ask them to stay tuned as new pieces of work develop and new programs get announced," Thacker said.
