Photo courtesy of Chain of Events Facebook

Revamped campaign targets specific traveller types

Travel Penticton, Tourism Summerland and Discover Naramata are working together on the campaign

A tourism marketing campaign in the Penticton region targeting cyclists is taking a new direction.

“The ‘Chain of Events’ project actually started a couple of years ago and focused on promoting cycling activities, particularly in the shoulder seasons” said Thom Tischik, executive director for Travel Penticton. “We soon learned that the cycling enthusiasts visiting were also interested in other activities, such as culinary, arts and culture or wine touring so we decided to expand the ‘Chain of Events’ concept.”

In April, 2018, three partner communities (Travel Penticton, Tourism Summerland and Discover Naramata) got together and resubmitted a proposal to Destination BC that would see the Chain of Events project take a makeover.

“We have developed a series of itineraries and signature experiences for each community, geared towards four specific traveller types: the Adventurer, the Athlete, the Foodie and the Family,” said Jo Charnock, the project co-ordinator. “Many of the visitors to our region only have a few days to spend here and this is a great way to help them get the absolute most out of their stay.”

Organizers said the Chain of Events itineraries have also been well received by national and international media, as they provide a clear outline of things that make each of the partner communities unique and appealing consumers.

Over the summer“Chain of Events will be promoted at local visitor centres and through the new website and Facebook page.

During the fall and winter there will be digital and print campaigns offering package deals to encourage visitation in the quieter tourist seasons.

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