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

Millennial-ized market means Kraft Dinner is now KD

Low-risk name change drives brand update across 27 products

Jaguar Land Rover picks Mint

Toronto shop becomes automaker's first agency of record in 15 years

Toronto yoga junky finds her Flow for online contest

Bottled water brand wraps its social media contest after finding The Chi Junky

Working myself out of a job (Column)

In an ideal world, a good company may not need a PR firm. In reality...

Corby dedicates 50% of digital spend to programmatic

Booze brands make a big shift online with new media and platform partners

Shopify to spend more to grow ahead of holiday season

Despite Q2 loss, revenue nearly doubles from a year ago

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

Amazon expected to become top U.S. clothing retailer

Will ecommerce giant become the king of clothing in Canada?

Weak dollar not all bad news for retailers (Survey)

Canadians are rethinking their cross-border shopping trips