Who: Destination B.C., One Twenty Three West, Noise Digital and Jungle Media.

What: “The British Columbia Effect,” a new campaign targeting key international markets. It equates time spent outdoors in B.C. with improved well-being, reduced stress and enhanced creativity.

When & Where: The integrated campaign includes a series of “sensory moments” videos that are running as pre-roll and on social channels. They are being complemented by audio ads featuring the sounds of B.C. nature running across Pandora/Soundcloud; sponsored content in magazines such as Outside; and visual stories created to run on mobile. There is also some user-generated content, plus a new “British Columbia Effect” landing page. The campaign runs through March 2020.

Why: Specifically designed for “shoulder season,” (the time between peak and off-peak seasons), the campaign is targeting travellers in international markets including the U.S., Australia, China and the U.K.

The campaign is designed to capitalize on heightened international interest in B.C. stemming from this year’s IMAX documentary, Great Bear Rainforest, said Laura Blaker, communications specialist with Destination B.C.

How: The short ads highlight a sensory element of B.C.’s natural environment: the sounds of the waves crashing on the beach or the wind over the ocean, the sight of mountains towering high above, the panoramic view when standing high on a crest, the sensation of standing next to moss-covered trees in the rainforest.

The sensory moments videos were developed with an eye towards creating an emotional impact with target travellers, showcasing what they will encounter in B.C. while providing a personal window into the impact it can have, said Blaker.

According to research presented on the HelloBC.com website, immersion in nature is capable of boosting short-term memory by up to 20% and increase creative problem solving by up to 50%. The site highlights the province’s geographic features, including the mountains, the rainforest and ocean.