Over the winter months, Tourism Kelowna ran a series of targeted marketing tactics through a paid advertising campaign, in addition to our always-on, year-round marketing and communications effort.

These tactics positioned Kelowna as a “Winterfull” destination, offering an array of activities in the mountains and down in the Valley. The ad creative highlighted winter in Kelowna as a season of discovery, with a mix of exhilarating adventure, like skiing down fresh powder, and quieter moments, like snowshoeing the Myra Canyon Trestles Trail.  

The paid ads ran from November through February and targeted travellers in Ontario, Alberta, and British Columbia, reaching those dreaming, planning, or actively booking travel to Kelowna and the Central Okanagan for winter getaways.

^{Example of a social media carousel ad from the winter campaign.} ​

A mix of advertising tactics was used, including:

• Ads on Connected TV platforms such as Amazon Prime Video and other streaming services through MIQ, like Roku, Tubi, CTV, Crave, and other Bell networks, to drive greater awareness of the destination
• Paid social media ads on Facebook and Instagram to help potential travellers plan and book their trips.
• A content partnership with Expedia to direct and increase bookings to Kelowna.
• Paid digital marketing through Google Ads and search to drive more traffic to our website.

These tactics generated over 30 million impressions and delivered an added (bonus) value of over $33K for our investment. Each marketing tactic was also evaluated on performance metrics, including views and view completions, cost per completed view, reach, clicks, click-through rate, and cost per click. The Expedia content partnership itself resulted in over 1,500 attributed booked nights.

The paid advertising tactics outlined above are in addition to our always-on marketing, which includes reaching visitors through:

• Earned media: working with travel media, pitching stories, and hosting media visits.
• Owned media: including driving traffic to our website, and weekly and monthly consumer e-mail marketing and blogs.
• Shared media: our robust content marketing across various social media channels, where we work with content creators and influencers.

If you have any questions about our winter marketing tactics or annual marketing and communications strategy, please contact me at chris.shauf@tourismkelowna.com.

We also presented a live webinar on our 2026 Destination Marketing Plan on March 25, 2026. Tourism Kelowna Members who weren't able to attend the live session can access the webinar recording through the Partner Portal.