February 2010

The Archives

• Marketing, social media, tourism bc, Travel & Tourism, Uncategorized

  Tourism BC 2010 Olympics online activities: #2 Torch Relay Field Reporter videos

  02.13.10 | Permalink | Comment?

  
  Paul Clark, Chris Wheeler and me (photo: Geoff Moore)

  The Torch Relay is a great event to connect people with the games across the country. A perfect vehicle to extend the exposure beyond Vancouver and showcase all of British Columbia around the world.

  But like pretty much anything else related to games, access is tough when you’re not a sponsor or accredited media. About a year ago we worked out a partnership with Coca-Cola to cover every day of the Torch Relay in BC, and key cities across Canada through an extended partnership with the Canadian Tourism Commission. That gave us the access we needed.

  One of our star Field Reporters Chris Wheeler was up for the challenge and on October 30 last year he started the 106 day journey. With the support from Jose and Mike in our Tourism BC office, and Paul Clark and our regional offices on the road, he created 25 videos in BC and 11 in the rest of Canada. The formula was to use the Torch Relay as a continuing plot-line and highlight specific experiences in the area or community the flame visited that day. You follow the flame, and also see what makes the area great.

  The videos are a great success for all partners; awesome stories, tens of thousands of views (almost 300,000 as of Feb 14), great response from the local communities and some great learning for the future. Check out the YouTube channel or our fancy HelloBC Torch Relay page.

• Internet, Marketing, tourism bc, Travel & Tourism, Uncategorized

  Tourism BC 2010 Olympics online activities: #1 Strategy

  02.12.10 | Permalink | Comment?

  The 2010 Olympic and Paralympic Winter Games are starting today! It’s been a crazy few years and I’ve learned a lot. It’s been a good ride and a good time to share some of our activities and learning.  Let’s start at the beginning.

  Our marketing objective to leverage is to turn games interest into destination interest and action. Our online strategies are:

  1. Maximize exposure
  2. Drive to our consumer websites
  3. Use the website to put BC on the ‘must visit’ list
  4. Capture consumer data for future database marketing and increase fans and followers

  Over the next two weeks, I’ll share how we’ve executed against these strategies. Stay tuned.

William Bakker's Destination Marketing blog