To maximize the games, there’s a role for advertising as well. A TV commercial was produced to build the destination brand and also serves as the call to action for people watching the games and make sure consumers know where to go for more info and start the trip planning process. Consumers in the US and Canada are encouraged to visit HelloBC.com with the help of BC born celebrities (more about the commercial here).
The purpose of our online ads is not to just get people on our website, but do something very specific; grow our consumer database. The ads have a contest as a call-to-action where they can win a trip to BC this summer.
Tomorrow: our full strategy to leverage the games to grow our consumer databaseTags: advertising, olympics, video