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

Former Roots executive takes the reigns at Kit and Ace

Wendy Bennison tasked with overseeing the retail brand's expansion

Brands going retail — sporting goods lead the way

Opportunities at retail to connect with the end consumer are endless and exciting

Dish and Duer creates retail playground

Denim athleisure brand takes a playful approach to first brick-and-mortar location

P&G shows moms’ strength in new Oylmpics spot

'Strong' is a fresh, darker take on the role moms play in their kids' lives

How to innovate in the digital economy

Delvinia's Steve Mast on turning ideas into successful businesses, products & platforms

Aritzia branches off with Babaton

Retailer spins off private label brand into its own retail concept

Marketing Awards 2016 shortlist: Part 1

Contenders in the mainstream categories are revealed in the lead-up to the June gala

Why marketers should support the 2016 Census

Effective marketing requires a foundation of reliable data

Why Loblaw holds hackathons

The grocer's now taking products bred from its hackathons to market