Destination British Columbia

Finding the itinerary behind every picture

A boat driving past the seawall at Stanley Park, Vancouver BC
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We took user-generated content and turned it into an exhibition-like experience with the added value of a path to purchase. BC Explorer was designed to be enjoyed on both desktop and mobile through responsive design practices. This is a fantastic example of social media integration in a website product that evokes engagement.

Challenge

The travel industry is fiercely competitive, and the channels used by travelers to research and gain inspiration are broad and varied. Destination British Columbia wanted to be able to reach travelers, inspire them, and enable them to plan their trip. Instagram photos are geo-tagged, but it’s rare that someone can get enough information from a post, to go and experience what’s depicted. Together with Destination British Columbia, we wanted to change that.

The #explorebc hashtag had been extraordinarily successful, creating millions of images on Instagram. However, it is difficult to measure the effect on trip bookings. Lots of likes, comments, and shares did not automatically translate into more vacations planned and booked. This raised an issue that needed particular attention: how do we turn social media activity into qualified leads?

Destination BC logo
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BC Explorer website
https://www.hellobc.com
Screenshot of an Instagram post tagged with #ExploreBC
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Screenshot of an Instagram post tagged with #ExploreBC
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Screenshot of an Instagram post tagged with #ExploreBC
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Screenshot of an Instagram post tagged with #ExploreBC
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Screenshot of an Instagram post tagged with #ExploreBC
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Screenshot of an Instagram post tagged with #ExploreBC
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Insights

  • Over 70,000 custom trips created since last count
  • High repeat visitation
  • Low bounce rate
  • 30% conversion rate with 1000’s of new leads being delivered to tourism-related businesses around the province
  • More than 80,000 users in the first month alone
  • Average engagement time of five-minutes
A screenshot of the homepage of the BC Explorer web app
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Solution

The fully responsive site is a world first solution that reveals the details behind user-generated photos taken across the province, transforming inspirational content into a functional means for people to plan their own BC adventures. We enhanced trip planning by prioritizing content that travelers value most (visual and user generated), then seamlessly and very simply assist prospects through the “purchase funnel” from inspiration to research to booking.

The BC Explorer lives independently of Instagram, thus extending the reach, accessibility, and usability of the content found in social to a much broader audience. With the BC Explorer, users select their favorite images. These are plotted on a map of BC that creates a personalized itinerary to save and share with others. Each image is also a gateway to more information and links to relevant travel operators. The Explorer features hundreds of images, curated from Destination BC’s #ExploreBC hashtag (used over 1.6 million times on Instagram).

By appending relevant information to each image, the BC Explorer makes inspiration directly actionable and delivers meaningful leads to specific operators and locations around the province.

A video about the BC Explorer project built by Camp Pacific for Destination BC

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Mobile screenshot of the BC Explorer web app
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Mobile phone frame
Mobile screenshot of the BC Explorer web app
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Screenshots from the BC Explorer web app, on mobile, laptop and large screen
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70,000
Custom trips created.

Results

The BC Explorer was launched in July of 2016, and immediately yielded impressive results with high repeat visitation, a low bounce rate, and a 30% conversion rate with thousands of new leads being delivered to tourism-related businesses around the province. The site had over 80,000 users in the first month, with an average time of 5 minutes, and over 70,000 trips were created.

Services

Technology

  • Technical Strategy
  • Front-end Development
  • Back-end Development
  • Drupal Customization
  • Systems Architecture
  • Quality Assurance
  • Dev-ops

Strategy

  • UX Strategy
  • Content Strategy
  • Information Architecture
  • User-flows
  • Design System Creation
  • Launch Plan

Design

  • UX Design
  • Art Direction
  • Creative Direction
  • Visual Design
  • Motion Design

Content

  • Copywriting
  • Image Selection

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