Featured Project

Approach

The campaign was developed through a province-wide collaboration between Arkitek Creative, TIABC, and Destination BC — combining strategy, storytelling, and safety communication to rebuild public trust in BC’s tourism industry.

Pre-Production

Arkitek worked with TIABC, Destination BC, and regional DMOs to craft messaging grounded in WorksafeBC and Provincial Health guidelines. Copywriting, led by Sonu Purhar (Crafted INK), established a confident yet empathetic tone focused on safe reopening and continued hospitality excellence. Storyboards and production plans were aligned with TIABC’s Know Before You Go initiative, ensuring message consistency across all five sectors. Each video featured an industry spokesperson representing leading organizations such as BCHA, Restaurants Canada, BCRFA, ABLE BC, and the Vancouver Attractions Group.

Production

Arkitek’s team executed multi-day shoots across the province, capturing interviews and cinematic b-roll at hotels, restaurants, pubs, attractions, and campgrounds. All production was conducted under active COVID-19 safety protocols while maintaining a high production standard. Additional b-roll contributions were provided by regional Destination Management Organizations, including Thompson Okanagan, Vancouver Island, Northern BC, Vancouver Coast & Mountains, Kootenay Rockies, and Cariboo Chilcotin Coast Tourism Associations.

Post-Production

Editing and colour grading were completed in-house at Arkitek Creative, with motion graphics and animation by Yoho Hang Yue and dialogue editing by Anita Yung Productions. Each video featured integrated subtitles, sector-specific branding, and partner credit end slates. Final campaign assets were distributed to TIABC and shared across partner networks to reinforce confidence in safe, responsible travel throughout the province.

The result was a cohesive, emotionally grounded campaign that unified BC’s tourism voice during one of the industry’s most pivotal recovery moments.