Explore BC is an initiative to get BC residents to experience different aspects of their province during the fall, winter and spring months. It also includes a global ski campaign which help to advertise BC ski resorts, which account for almost 10% of BC tourism revenue.
Being involved in a project of this scale always comes with its own challenges. By working closely with our clients, we were able to turn out multiple versions of each creative with different sales points and imagery, while always staying true to the overall look and feel of the campaign. We were also asked to refresh the campaign with new sales and imagery throughout the year, keeping the content relevant and up-to-date for consumers.
Outstanding photography is really the backbone of this campaign. In developing animation styles, we sought to keep the movements clean and the tempo up-beat, matching the energy of the transitions to energy contained in the photographs themselves.
Let it snow!
The most impressive part of the global ski campaign for Destination BC was the programmatic campaign we developed that reacted to the location of the user and displayed relevant fresh snow statistics for their closest BC ski resort, or one they had shown interest in visiting.
The banners below might look deceptively simple, but on closer inspection you can see that each banner records a different snowfall for a different ski resort. While the numbers are not live here (we are using dummy numbers), when the banners were served in the wild web, consumers were present with radically up-to-date and relevant weather reports powered by a verified weather feed about their local ski resort. Hopefully we encouraged a few people to take a sick day and hit the slopes!
As you can imagine, the technical expertise needed to get this campaign off the ground was no small feat. The banners were built as Google ads using the Google studio system. Our team in Canada liaised directly with digital experts at Google headquarters to integrate proprietary weather feeds and location targeting to ensure that the correct information was displayed to the correct user. We even made sure that American users saw only units that measured snow in inches, while Canadians were served units that measured in centimeters! We left no stone unturned, friends.
Weather and Location Reactive Banners
The sheer variety of beautiful BC wilderness meant that each update of the campaign was as unique and beautiful as BC itself.