Don’t miss a moment – explore BC this summer

  • May. 9, 2011 7:00 a.m.

A new tourism marketing campaign to encourage more North Americans to visit B.C. this spring and summer was launched today by Jobs, Tourism and Innovation Minister Pat Bell.

The ‘Don’t Miss a Moment’ campaign focuses on the key markets of B.C., Washington State, Alberta, Ontario and California. It runs until the end of September.

The campaign uses online and print advertising and search engine marketing to guide people to special offers, trip ideas and itineraries on It also uses social media, travel media relations and partnerships with online travel agencies like Expedia and Travelocity.


The campaign features • ‘B.C.’s Great Vacation Giveaway,’ a contest that offers people a chance to win a personalized B.C.

vacation worth $20,000.


A 30-second television spot will also air across the province, showcasing B.C.’s wide variety of vacation experiences. The spot is designed to encourage British Columbians to travel within the province and enjoy provincial parks this summer during BC Parks’ 100th anniversary celebrations.

B.C. residents make up the single largest group of travellers in the province and represented roughly 52 per cent of all travellers within B.C. in 2009.


Pat Bell, Minister of Jobs,Tourism and Innovation: “We are committed to supporting a strong tourism industry in our province, which means jobs for British Columbians – and that’s good for B.C. families. This campaign builds on the increased attention B.C. received as a result of the 2010 Olympic Games and promotes all the regions of the province. This year we are putting an increased focus on special offers and trip ideas for travellers, which will promote B.C. as an affordable destination and motivate people to visit.”

Terry Lake, Minister of Environment: “From the beaches of Vancouver Island to the highest peak in the Rocky Mountains, our park system is the biggest family entertainment complex in Canada. With more than 600 parks to choose from, there’s an adventure for everyone. We look forward to sharing our parks’ natural beauty with visitors this summer as we celebrate 100 years of amazing BC Parks experiences and memories.”

Quick Facts:

* Tourism contributes over $12.7 billion in revenue to B.C.’s economy and employs nearly 129,000 people across B.C. -roughly one out of every 14 workers.

* Tourism crosses over into several other industries. In fact, one in 10 businesses in B.C. depends on tourists to boost their bottom line.

* Over 40 trip ideas are featured on They include all six of B.C.’s tourism regions, organized into categories:

– City destinations (Vancouver, Victoria, Whistler)

– Outdoor adventure

– Food and wine

– Golf

– Family

* B.C.’s Great Vacation Giveaway contest runs from April 26 to Oct. 2 and gives people a chance to win a customized vacation to B.C. worth $20,000.

Residents of Canada and the U.S. can enter the contest at

Learn More:

To watch the ‘Don’t Miss a Moment’ ad, visit

Tourism British Columbia, as part of the Ministry of Jobs, Tourism and Innovation, promotes the Super, Natural British Columbia brand to the world. For more information on Tourism BC’s programs, visit is a one-stop website for B.C. travel planning. To learn more about accommodations, activities and special offers across the province, visit