Advertising

Why a local cab driver? Why a couple camping?

These people are just a few of the unsung heroes that drive BC’s tourism industry. Every day. From the taxi-cab driver for Ambassador Day to a couple who enjoy camping in BC’s great outdoors, these ads serve to deliver the message that we all drive the tourism industry.

By associating common activities that readers can relate to, these ads sought to reach out and make them aware of the importance of those who truly love their role within the tourism industry – either local or provincial – which ultimately benefits all of British Columbians. COTA’s focus on these voices not only solidified their voice within the province as a grass roots advocate, but also established them as a leader in developing new initiatives to communicate to both the public and industry.