Get ready for some R&R… Rainforest to Rockies that is. Flight Centre’s Sydney flagship store will host an immersive experience from 21 to 27 February 2024, showcasing the landscapes of Canada’s British Columbia.
Named “Rainforest to Rockies,” this event will transport visitors through various natural wonders, including rainforests, coasts, deserts and of course, the Canadian Rockies.
The centrepiece of the event is the “Wall of Wonder,” which aims to engage visitors and allow them to envision themselves amidst the diverse landscapes of British Columbia.
This activation marks the launch of Destination British Columbia’s new tourism brand, “Rainforest to Rockies”, following a successful debut in London.
Visitors to the Sydney activation can enter a competition to win a holiday for two to British Columbia, valued at AU$20,000. The prize includes return economy class airfares to Vancouver, accommodation and car rental. Prize details and terms and conditions can be found here.
Participants are encouraged to share their experiences with the “Wall of Wonder” on social media using the hashtag #rainforesttorockies.
On the launch day, 21 February, the Nine Network’s Today Show Weather will also broadcast live from Flight Centre’s Sydney superstore, highlighting the scenic landscapes of Canada’s British Columbia.
“The British Columbia ‘Wall of Wonder’ will bring a touch of ‘Rainforest to Rockies’ magic to the streets of Sydney, surprising visitors who will physically see their adventurous spirit reflecting back at them,” Destination BC Vice President of Global Marketing Maya Lange said.
“It’s a great way to step out of the hustle and bustle and find a moment of calm and wonder.”
Starting with Rainforest to Rockies, Destination British Columbia is rolling out a series of itineraries, which it will promote worldwide as recognisable brands.
The initiative, called “Invest in Iconics,” is part of a long-term strategy aimed at diversifying geographic and seasonal offerings across the province.
Destination British Columbia launched the Rainforest to Rockies brand concept earlier this month. According to Destination BC, Australian visitors are projected to account for 231,000 overnight stays in British Columbia in 2024 – a 29 per cent year-on-year increase.