Last September, Destination BC launched a collection of six destination brands designed to showcase what makes different parts of British Columbia compelling to travellers around the world.
Spanning the southeast corner of the province, the Birthplace of Adventure—one of the six Iconics and the destination brand that includes Rossland—stretches across the Canadian Rockies, Purcells, Selkirks and Monashees, encompassing mountain communities, national and provincial parks, rivers, lakes and some of BC’s most renowned outdoor experiences. The campaign brings these places to life through big landscapes, cinematic storytelling and a healthy dose of grandeur, inviting travellers to see BC as a place where extraordinary adventures await. Experience the Birthplce of Adventure here.
But as usual, Rossland will be Rossland—and we’ve decided to put our own very fun spin on it.
While Rossland has no shortage of big mountains, beautiful trails and genuinely epic outdoor experiences, adventure here has a little more room for personality. Because adventure doesn’t have to be epic to be awesome. It can be challenging or easygoing, gnarly or not, planned or completely unexpected. It’s whatever you want to make of it.
That’s exactly what makes The Birthplace of Adventure-ish.
To bring the idea to life, Tourism Rossland teamed up with Juicy Studios and Derek Frankowski, whose creative vision and knack for storytelling helped turn the concept into something that is equal parts epic, unexpected and downright fun.
Inspired by the idea of adventure, the campaign takes a playful look at what it means to get outside in Rossland. Across six videos, we will highlight some of the experiences that make Rossland such a great place to visit.
This campaign invites everyone to make their own kind of adventure, without taking themselves—or adventure—too seriously. Go BIG. Go small. Go sideways.
Check out the first video and follow @rosslander for more.
