The slight pandemic reprieve during Spring 2021 makes it a perfect opening to stoke the pangs of travel with a staycation campaign. Hence, in May 2021, Destination BC (DBC) tapped Hamazaki Wong to lead this campaign in the Chinese and South Asian markets, the two largest ethnic segments, to jumpstart BC’s tourism sector while encouraging locals to travel throughout BC and inspiring British Columbians to discover their own province.

We trans-created the original English tagline, Be Open to More, to Discover a New Perspective, which laid the foundation for the creative, infusing a tonality and sensibility of discovery that was novel, aspirational, and motivating. With a plethora of beautiful DBC imagery at our disposal, we captured the sights and sounds of destinations in BC, placing the customer in situ, and encouraging an appropriate response: you can be here! We also curated the experiences that would be most appealing for the Chinese and South Asian traveller, encouraging more ready access and optimizing creative engagement. All creative was coordinated to ensure the messaging and imagery matched the attractions, conjuring an emotive experience. Additionally, we connected targeted channels to help drive relevant traffic to landing pages by customizing opportunities, extending reach to better suit the peculiarities of each ethnic market. Results? The market did take note! Media efficiency was high, over indexing versus benchmark KPI goals.