Introducing Kelowna to International Audiences during the FIFA World Cup

In June and July, global sports enthusiasts will be glued to coverage of the FIFA World Cup 2026™. Canada is hosting games in Vancouver and Toronto, with travellers from around the world visiting these destinations and potentially discovering them for the first time. Some of these visitors will take the opportunity to explore the regions around Canada's host cities, while others will look for places to visit on future trips.

To capitalize on this opportunity and reach these new international audiences, Tourism Kelowna is running marketing tactics during the event to introduce Kelowna and the Central Okanagan and encourage them to consider a future visit to our destination.

Between now and mid-August, in addition to our ongoing, always-on marketing tactics, we will have the following paid advertising running:

• 30-second PSAs on broadcast television;
• 30-second ads on Vancouver Visitor TV (in-room hotel TV ad placements);
• Airport display ads at YVR and YYV;
• Paid social media ads on Facebook and Instagram targeted to audiences in the Greater Vancouver Regional District and the Greater Toronto Area; and
• Paid search advertising.

While our paid advertising spend is usually allocated to months outside of summer, the opportunity for exposure to potential travellers travelling to Canada for World Cup matches in Toronto and Vancouver is an important opportunity, and these targeted and time-specific placements will share why Kelowna—Canada’s first and only UNESCO City of Gastronomy—should be on their travel dream list.

If you have any questions about Tourism Kelowna’s marketing and communications plan or paid advertising, please contact me at chris.shauf@tourismkelowna.com.

META Motion Graphic Food & Beverage Targeted Ad

Vancouver Visitor TV Banner