Decoding the "Highly Engaged Guest": Visual Strategies for BC’s Iconic Routes
Destination BC has redrawn the map. With the introduction of the Iconics—including the Rainforest to Rockies and The Infinite Coast—the focus has shifted from marketing regions to marketing journeys.
To succeed in this new landscape, destination marketers must stop trying to appeal to everyone and start targeting the "Highly Engaged Guest" (HEG). But here is the catch: The HEG is not a monolith. They are split into distinct segments, and they consume media in radically different ways.
At Summit Cut Media, we use data-driven "content sequencing" to ensure we are delivering the right visual format to the right traveler at the exact moment that matters.
The Creative Call to Action: Outdoor Explorers vs. Refined Globetrotters
A "one-size-fits-all" video no longer works. To capture the full value of the Iconics routes, your content strategy must be bifurcated.
Our narrative-led production approach is tailored to these two critical avatars:
The Outdoor Explorer (The Scroll-Stopper): This segment is motivated by adrenaline and visuals. They live on Instagram, TikTok, and YouTube.
Our Strategy: We produce high-impact vertical and square video designed to work sound-off. These are fast-paced, emotional teasers that create immediate "emotional urgency." We focus on the transition of landscapes—from coastal rainforests to alpine peaks—to trigger the desire for discovery.
The Refined Globetrotter (The Deep Diver): This segment is less influenced by social trends and more by depth of experience. They plan longer, often international trips and seek "meaning."
Our Strategy: For this audience, we slow down. We produce long-form narrative content and high-value brand journalism. We document the cultural connections, the local artisans, and the indigenous history of the route. This content lives in newsletters, website itineraries, and detailed guides.
The Strategy: Connecting Urban to Rugged
The magic of the Infinite Coast and Rainforest to Rockies routes lies in the contrast.
The Transition Narrative: We specialize in filming the journey, not just the destination. For the Infinite Coast, we visually connect the metropolitan sophistication of Vancouver and Victoria with the rugged, remote beauty of the northern coast. This visual contrast appeals directly to the Refined Globetrotter looking for a diverse itinerary.
Indigenous Wisdom: Regardless of the segment, the "HEG" values authenticity. We adhere to Indigenous Tourism Content Protocols, ensuring that we aren't just filming the land, but highlighting the economic and cultural stewardship of the First Nations. We guide the viewer on how to be a respectful guest, adding deep value to their travel experience.
At Summit Cut Media, we don't just shoot video; we engineer desire. Whether targeting the adrenaline junkie on TikTok or the luxury traveler planning a three-week sabbatical, we craft the story that books the trip.
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Destination BC, 2025, "Traveler Segmentation Profile: The Highly Engaged Guest" - "Personalized content yields 63% higher impact on purchase intent than non-personalized content." Destination BC, 2025, "The Iconics Strategy" - "Moving from regional marketing to defining intuitive paths that tourists can easily follow."
