Tourism BC brings ski snow to T.O.

An early snowfall hit Toronto Thursday, thanks to a marketing campaign from Tourism BC. The organization launched its “Ski BC Challenge,” a virtual ski race complete with snow, wind, trees and the smell of the great outdoors. The interactive ski experience takes place inside a branded, glassed-walled truck set up in downtown Toronto on Oct. […]

An early snowfall hit Toronto Thursday, thanks to a marketing campaign from Tourism BC. The organization launched its “Ski BC Challenge,” a virtual ski race complete with snow, wind, trees and the smell of the great outdoors.

The interactive ski experience takes place inside a branded, glassed-walled truck set up in downtown Toronto on Oct. 11 and 12, and at the Toronto Ski, Snowboard and Travel show on Oct. 13.

Participants had the chance to win one of 300 ski lift tickets at one of British Columbia’s 13 ski resorts. Participants were also be able to meet—and possibly compete against—2010 Olympic Gold Medallist Ashleigh McIvor.

“We’re looking to sell the dream of skiing in B.C. and to motivate people to learn more about a ski vacation,” said Carol Nelson, executive director of marketing at Tourism BC. “Toronto is a really high potential market for us, and it’s just really just a fun way to bring the ski experience of British Columbia to Toronto.”

The microsite SkiItToBelieveIt.com houses information on the 13 destination resorts, as well as snow conditions, trail maps and special offers.

The Ski BC Challenge kicks off Tourism BC’s $1.55 million “Ski It to Believe It” campaign, developed in collaboration with Canada’s West Ski Areas Association, which includes representatives from B.C.’s 13 ski resorts.

The campaign runs until March 2013.

Brands Articles

Frank & Oak launches first mass campaign

Menswear etailer introduces the tagline: "For the Journey Ahead"

Target seeks to bolster Canadian fashion profile

Fashion and business operations a major focus for the discount retailer

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications