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B.C. showcases its Iconic experiences

British Columbia is highlighting the many diverse travel experiences available in the province through a series of seven ‘sub-brands’ that are being rolled out over the next couple of years.

The long-term strategy features a series of ‘Iconics’, with each taking a different theme.

The first, Rainforest to Rockies, launched to the market in 2024.

A second pillar, The Great Wilderness, will be unveiled in Europe later this year, initially in Germany, and will arrive in the UK in early 2025.

Maya Lange, Vice President of Global Marketing for British Columbia, said the Iconics series emphasis the province’s “geographic and seasonal diversification”.

Talking at Rendez-vous Canada in Edmonton this month she said: “This marks the beginning of a series of extraordinary adventures across British Columbia, each destined to become a globally recognized brand. 

Rainforest to Rockies is a journey through ever-changing landscapes: from ocean to city, to rainforest, to fertile valleys, to desert, to crystal clear lakes, towering mountains, and glaciers.

 “Or, how about a journey into the extraordinary where it is a land of incredible scale – a vast, remote, and enchanting lands of Northern B.C.?

“Introducing The Great Wilderness, where mountains, glaciers, and booming waterways shift perspectives and remind us of something greater than ourselves,” she added.

Lange said the Iconics were inspired by several campaigns in other countries, such as the Wild Atlantic Way in Ireland, the Great Ocean Road in Australia and the Camino de Santiago in Spain.

“All three have been successful in moving people out of urban areas and into the country beyond, and that is what we are striving for too.

“Most people know Vancouver and Whistler but there is a huge world beyond these two that we want to showcase to travellers…the Iconics are designed to transform the way people view British Columbia,” she added.

Beyond the Iconics initiative Lange also stressed how Vancouver was getting ready to welcome the world in 2026, when the city will host seven games of the FIFA World Cup (Toronto is the only other Canadian host).

Before then, the first ever winter staging of the Invictus Games will be held in Whistler in February 2025 (8-16).

The province has one of the longest-running taglines of any destination marketing organisation with the Super, Natural BC brand established for 45 years.

“It still resonates…because it captures the raw, natural beauty of B.C. and the truism that our urban centres are either set among or are surrounded by natural attractions,” said Lange.


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