As part of the North America ski campaign launch, Minister of Jobs, Tourism and Skills Training and Minister Responsible for Labour Pat Bell competed against Olympic Gold Medallist Ashleigh McIvor in a virtual ski race down a B.C. slope. The race, a motion-sensored video game, took place in a portable, glass-walled truck in downtown Toronto. Torontonians passing by were invited to participate. The winner from each head-to-head contest was presented with a one-day lift ticket to one of B.C.’s 13 ski resorts.
The minister also toured B.C.’s significant presence at the annual Toronto Ski, Snowboard and Travel Show. Twelve of BC’s 13 ski resorts are attending. This marks the first year that participants from B.C. have co-ordinated their efforts and are represented under common B.C. branding.
“In the highly competitive world resort marketplace, it is critical that B.C.’s mountain destination resorts work together with the Province in our key markets in Canada and other countries,” says Darcy Alexander, vice president and general manager of Sun Peaks Resort. “We applaud the continued proactive approach taken by Minister Bell and the B.C. government to work together to leverage our resources for the best possible results for B.C. tourism and the many families/jobs that our industry creates and supports.”
Targeting key markets of Ontario, California, and Washington, this year’s ski marketing campaign focuses on the abundance and quality of B.C. snow, with the theme of “Ski It To Believe It.”
Online banners connect potential visitors with a B.C. ski microsite: www.skiittobelieveit.com It showcases B.C.’s 13 ski resorts including special offers and snow conditions. Visitors can sign up to receive an electronic version of the BC Ski Guide and enter a contest to win a $15,000 ultimate ski vacation.
The 2012-13 North America ski campaign was developed in collaboration with the Canada West Ski Areas Association (CWSAA), representing B.C.’s 13 ski resorts. Feedback from the industry has been positive on both the campaign and the collaborative process.
The campaign runs through March 2013 and has a budget of $1.55 million.