BC Ale Trail

The BC Ale Trail is a multi-stakeholder marketing initiative that sits at the intersection of sustainable tourism, outdoor experiences and local craft beer.


Marketing, Paid Social, Paid Search, Display, Video


Launched in 2015, the BC Ale Trail is a cooperative tourism marketing initiative created to encourage visitors to explore BC’s local craft beer community through sustainable tourism experiences. The BC Ale Trail is a multi-shareholder project funded by Destination Canada, Destination BC, BC Craft Breweries Guild and over 25 regional destination marketing organizations.

The BC Ale Trail approached boa to help launch the newly branded tourism experience in Canada and the US through digital marketing campaigns that would increase awareness, maximize engagement and drive highly targeted traffic to the Ale Trail website.


To prospect the most qualified audiences – a diverse group at the intersection of sustainable tourism, outdoor experiences and local craft beer – boa built a digital marketing strategy to speak directly to these overlapping audience segments in the right place at the right time with the right message.

Using Facebook, Instagram, Influencers, Branded Content on Premium Publishers, In-App Contesting, Google Search and Programmatic for Display, Video & Native ads, boa targeted highly qualified travellers in key North American markets with engaging & inspirational content. The campaign drove incredible exposure, site visitation and on-site conversions. We remain the digital media AOR to this day.


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