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Highlighting British Columbia, Canada, As An Adventure Destination For UK Holiday Makers


Ardmore’s partnership with Wasserman comes as a result of a global consortium of advertising and marketing agencies which have come together to form a hub that harnesses the creativity, local expertise and diversified capabilities of creative teams around the world.

Worldwide Partners Inc. (WPI), of which Ardmore is a longstanding partner and shareholder, is a worldwide network of more than 70 independent agencies in over 40 countries, who work together as one to deliver meaningful campaigns for a range of global clients. 

The campaign has been harnessed around real, meaningful on the ground media planning. Local nuances have been built into the media campaign to ensure its effectiveness within the UK. 


The collaboration, with Vancouver-based Wasserman, is delivering a tourism campaign for Destination British Columbia, the destination management organisation for Canada’s westernmost province, known globally for its dramatic coastline, mountain ranges, ski resorts and unique wildlife including grizzly bears.

The campaign delivered by Ardmore and Wasserman focuses on highlighting British Columbia as an adventure destination for UK holidaymakers who as a result of the pandemic have a strengthened desire to reconnect with nature and harness its powers of rejuvenation – whether in the mighty Canadian Rockies or the coastal Great Bear Rainforest.

Ardmore planned and designed a media campaign for Destination BC to build awareness through above the line channels such as linear TV and connected TV. These were supported with tactical media partnerships with Conde Nast and The Times, alongside digital premium takeovers – driving web traffic.


To grow visitors to Destination BC post pandemic Ardmore were briefed to create a media plan and that would deliver objectives for increased awareness of British Columbia as a holiday destination. This included planning partnerships to broaden reach amongst local UK audiences.


Ardmore took a deep dive into insights around the travel and tourism industry. Post pandemic habits had been broken and travel appetites had changed. We used Target Group Index to map media habits of our target audiences and overlaid direct flight routes to hone in on the geographic areas we wanted to acquire new visitors within.

From here we shortlisted the media partnerships available in those geographies that would deliver the strongest reach. We were able to build a bespoke piece with Conde Nast travel utilising their print and digital coverage alongside profiling pieces across The Times. These longer content media channels allowed for a depth of information to be conveyed about the Destination.

With above the line channel planning we wanted to ensure KPIs across recall and awareness were hit. We took Destination BC to linear and connected TV for the first time. Detailed surveys were performed allowing recall to be tracked throughout the campaign. The end result – 113% uplift in a test region of London.



increase in Brand recall


Increase in consideration to visit DBC

“We are delighted to partner with . As one of the UK’s leading independent agencies, and with experience in working with a long list of notable tourism clients, Ardmore is well placed to navigate the UK media landscape, deliver a strategic and impactful campaign for British Columbia, and showcase the world-class experiences it has to offer travellers from the UK.”

-Cam Landell, president at Wasserman


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