Tourism BC is targeting frequent travellers who are destination skiers aged 35 to 55 with its latest campaign, hoping to draw them to the province’s 13 ski resorts.

The difference for this campaign, which features media by Jungle Media and creative from Dare, is it is targeting consumers in Toronto, Washington and California and skipping traditionally covered areas on the Canadian West Coast, Carol Nelson, director of marketing for North America at Tourism BC, tells MiC.

The $1.1 million campaign includes an online advertising buy on sites including Thestar.com, Yahoo.ca and The Weather Network, OOH ads and elevator wraps featuring the tagline “Get above it all, in B.C.,” all driving to the campaign’s microsite at DiscoverBCSki.com, says Nelson.

The campaign runs until March and launched in late November with an activation which turned high-traffic escalators in Toronto, like those found at Metro Hall and Cumberland Terrace, into temporary ski lifts, says Nelson. The first 100 people to find one of the converted escalators and tweet “I want to DiscoverBCSki.com” received a BC ski lift voucher, equivalent to a day pass at one of the 13 resorts.