Destination BC has invited German travellers to explore northern British Columbia from the comfort of their own car. The company transformed an ordinary car wash in Hamburg, Germany, into an immersive journey across British Columbia’s natural landscape.
The car wash featured 3D projections, as well as visual and sound effects that evoked the province’s iconic wilderness. The tactile properties of water, foam and soap amplified the textures of the wilderness, from the rough bark of evergreens to the misty ambience of coastal landscapes. As the cars were coated with soap, a kinetic projection screen recreated images of the northern lights, while the rotating brushes represented towering evergreens. Destination also aimed to take drivers through the province’s rainforest and famous storms during the washing stage, before ending the sensory adventure in a deserted volcanic wind zone.
The five-day “The Great Wilderness Car Wash” was supported by a series of radio promotional content, digital video, along with selected OOH locations in key areas of Germany’s major urban centers. Zulu Alpha Kilo was behind the experience.
Maya Lange, VP of global marketing at Destination BC, said the team is launching the activation at a very important time for tourism in British Columbia. “By creating unique place brands such as The Great Wilderness for Northern BC, we are giving global travelers a clear idea of the beauty of the various parts of the province such as Northern BC. This activation ignites an awe-inspiring wonder of the power of nature that stays with you,” Lange said.
The immersive car wash also fits with Destination BC’s “Invest in Iconics” strategy, launched in 2023 to increase tourism across the province by emphasizing the aspects that differentiate it from other international destinations. “Through new and compelling place and route brands, we will inspire more travellers to visit more places in the province, at more times of the year,” said the company. “The new route and place brands are being developed to inspire visitation from international visitors to BC. This activation was designed specifically for the Germany market, given the specific insight around Germans and their use of car washes due to environmental policies.”
This is the second global activation Destination is rolling out as part of its “Invest in Iconics” strategy. In January, the brand placed a 26-foot wide wall in crowded locations in London and Sydney to immerse passersby in the province’s rainforest and Rocky Mountains. Looking ahead, Destination plans to highlight six iconic routes and locations under the global campaign “Natural British Columbia” in 2025.
