The Tourism Kelowna marketing team collaborates with various communities and sectors to market niche activities and/or themes through the Destination BC Co-operative Marketing Partnerships Program (Co-op Program). This work means our funds are pooled together, with those funds matched between 40% and 50% by Destination BC, so that we can collaboratively reach target audiences and extend our marketing reach and impact.
In 2024, we participated in seven Co-op Programs, including two campaigns bringing together regional communities and five others led by sector organizations, highlighted below.
Central Okanagan Summer Campaign
After the effects of wildfires in August 2023, we recognized there would be a need to bolster and protect late summer visitation in future years. To help, we partnered with the District of Lake Country and Visit Westside to create a marketing campaign, including capturing new photo and video assets for tactics like sponsored articles, display ads, social media advertising, and more. The campaign encouraged people to "Explore Now" and not miss out on what an Okanagan summer offers; it ran for six weeks in August and September.
Travelling Out in the Thompson Okanagan (TOTO)
2024 was the first full year of marketing activities for the collaborative Travelling Out in the Thompson Okanagan (TOTO) campaign. This initiative—created through a partnership between Tourism Kelowna, Destination Osoyoos, Visit Penticton, Tourism Vernon, and Tourism Kamloops—targets 2SLGBTQIA+ travellers, sharing information about safe, welcoming, and fun tourism experiences and events throughout the region. Marketing campaigns were executed in the spring promoting Pride events to audiences in the lower mainland, and more activations will launch in early 2025 to promote winter, ski, and wellness activities to those in BC and Alberta.
Mountain Biking BC
The Western Mountain Bike Tourism Association (MBTA) executes a variety of Co-op Marketing Campaigns featuring various regions of the province; Tourism Kelowna is part of the Okanagan Single-Track that includes Visit Penticton, Tourism Vernon, and Destination Osoyoos. In 2024, spring and fall marketing campaigns focused on the incredible food and drink experiences that can be added to any mountain biking adventure. In addition to these campaigns, we worked with an Okanagan photographer and videographer, Matt Clark, to get new assets and to create "Change Maker" videos that highlight those in the mountain bike community making an impact on their sport and the environment around them. The Kelowna video focuses on women in the biking community—watch for its release in spring 2025!
PaddleBC
With a focus on those who love to explore the water in a self-propelled way, PaddleBC connects visitors with key information like suggested routes, places to stop along the way, and rental companies, in addition to recommendations on where to eat, stay, and play when not on the water. Social media posts, blogs, and itineraries for the Kelowna area were used in marketing activities through the summer and fall as part of the program.
The BC Ale Trail
Reaching craft beer lovers with innovative spring and fall campaigns, Tourism Kelowna and Visit Westside worked with the BC Ale Trail to spread the word about our amazing breweries. Campaigns, social media posts, and blogs also included places to stay and activities that pair perfectly with a pint. The fall campaign specifically highlighted Sip & Stays, combining local accommodations that either have beer from local breweries at their restaurants or provide a package with a gift card or pack of beer when booking a stay.
Golf in British Columbia
Working closely with the Golf Kelowna marketing group, Tourism Kelowna participates in the Golf in BC Co-op that extends the reach of golf marketing and package booking to key markets. Through this partnership, Kelowna was the second most booked golf destination in BC for 2024 for multi-day packages.
BC Bird Trail
In 2024, we teamed up with Destination Osoyoos and Tourism Vernon to create the Okanagan Bird Trail. Connecting avid birders or those just starting with birding tips and tricks, best viewing locations, and conservation and community information, the BC Bird Trail is an important initiative highlighting responsible tourism throughout the province. Birding is a consistently growing activity of interest across all generations, and we're excited to have Kelowna included and introduced to those interested and traveling for it.
For more information about Tourism Kelowna's participation in the DBC Co-op Program or to discuss ideas for future campaigns, email me at carla@tourismkelowna.com.
