Beautiful B.C.

VIDEO: Destination BC’s new ad campaign promotes province’s ‘Wild Within’

In a new, 3-minute YouTube video, B.C.'s tourism bureau kicks off its Super, Natural British Columbia campaign...

Australia has the world’s greatest job. California has celebrities at play and Kim K. In Newfoundland Labrador, you can find yourself.

In British Columbia? It’s all about the wild within, according to a new video and promo from Destination BC.

The three-minute trailer (above) showcases B.C. as a “kingdom of abundance” according to the description on Destination’s YouTube page:

Where glaciated mountains stand over an unruly Pacific. Rainforests wrap cities. Nature shapes culture. The wild breathing life back into the wild within.

The video – a sort of Planet Earth-inspired, naturally boosted short film – is a part of the crown organization’s new tourism strategy, which has been detailed on and (which redirects to HelloBC).

The new campaign’s official motto is ‘Super, Natural British Columbia’.

“We believe in the impact tourism can have in people’s lives and we believe our industry has what it takes to win in the marketplace, creating connections with travellers and compelling them to choose and share B.C.,” reads the manifesto on Destination’s website.

“We aspire to enrich life by fulfilling dreams, connecting peoples of the world and refreshing the human spirit… By focusing on this, we will be the most highly recommended destination in North America.”

Will it work?

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