Destination British Columbia
The Peak Travel trend badge resonated with Australian ski audiences.
Goal
When Australians start dreaming about their next ski trip, they head to Pinterest. They're scrolling through snow-covered mountain shots, cozy lodge interiors, and action-packed slope videos months before they book anything. Destination British Columbia knew this—and they knew they had exactly what these winter sports lovers were looking for.
DBC wanted to reach Australians who were serious about their ski plans, particularly those 35 and older living in major cities. These weren't casual browsers—they were people actively planning their winter getaways. Pinterest felt like the perfect fit because BC's stunning mountain landscapes practically beg to be Pinned. Plus, DBC had an ambitious goal: they wanted ads that would both get people excited about British Columbia and actually drive them to take action. Pinterest's ability to blend inspiration with results, especially using insights from trending searches, made it the clear choice for turning winter wanderlust into real trips.
Strategy
DBC built their campaign around Pinterest's "Peak Travel" trend, which showed people on Pinterest were interested in hitting the slopes. They created ads featuring BC's snow-covered mountains and paired them with Pinterest's trend badge, making their content feel like a natural part of what people were already discovering on their “For You” pages.
The team had two main objectives: they wanted people to engage with their video content and actually visit their website. Instead of choosing between awareness and conversions, they used Pinterest's tools to go after both goals simultaneously. This meant their stunning footage of BC's slopes could capture attention and drive action simultaneously, turning Pinterest browsers into potential visitors who were genuinely interested in booking a trip.
"
Pinterest was the perfect match for our campaign because that's where people go when they're actually planning their trips. The trend insights helped us create content that felt natural in their feeds, and the results spoke for themselves."
Sarra Gau
Marketing Manager, Destination British Columbia
Results
DBC's campaign delivered exactly what they were hoping for—strong awareness and engagement gains. Their brand lift study showed statistically significant improvements in awareness, brand association, and brand attributes with Australian audiences.1 The real standout was how well their content performed with male audiences.1 While this group often gets missed in travel marketing, they were engaged by DBC's winter sports messaging.
The company’s video view rate jumped 56% compared to their previous campaign benchmarks, climbing from 46% to an impressive 72%.2 Their campaign showed that when you meet people where they're already planning and dreaming, you can turn those Pinterest moments into real-world adventures.
56%
Video view rate improvement compared to previous campaign benchmarks2
1.6x
Higher intent amongst male Pinners to consider BC as their next ski destination.1
Performance+
Performance+ lets you optimize for multiple objectives simultaneously instead of having to choose between awareness and conversions.
Pinterest Predicts
Pinterest Predicts reveals trending searches before they peak, giving you a competitive advantage in content planning.