KBC appointed by British Columbia tourist board for UK media relations

Destination British Columbia, which leads the marketing of the Canadian province as a tourism destination, has appointed KBC to handle its travel media relations and travel trade presence in the UK.

British Columbia: Sun Peaks Resort, Kamloops (Credit: Adam Stein)
British Columbia: Sun Peaks Resort, Kamloops (Credit: Adam Stein)

The initial one-year contract, which has an option for renewal for a further three years, was won by KBC following a competitive pitch process that included telephone conference interviews for shortlisted agencies.

Until earlier this year, Destination BC had in-house staff working in the UK on travel trade and marketing, while PR was handled by the agency Media Blend.

The agency will undertake a range of PR, social media, and sales and marketing activities to increase tourism to British Columbia. KBC will work to implement Destination British Columbia's corporate strategy in the UK, focusing on key iconic products and remarkable experiences in British Columbia.

Activity has already commenced and the agency will report to Stephanie Fielden, market development manager, Europe and South Pacific.

Maria Greene, Destination British Columbia's director, overseas marketing, said: "KBC impressed us with its clear understanding of our corporate strategy and objectives, as well as the role BC plays within the overall Canadian tourism mix. It had a clear vision and huge enthusiasm for BC, and we are looking forward to working with it."

KBC also represents 13 US states, including recent win Utah.

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