Destination BC recently launched its second global activation as part of its “Invest in Iconics” strategy. In collaboration with Zulu Alpha Kilo, the company invited German travellers to explore northern British Columbia from the comfort of their own car, transforming an ordinary car wash in Hamburg, Germany, into an immersive journey across the province’s natural landscape.

Why a car wash? According to Destination BC, Germans love their cars, and with home car washing prohibited in many German cities, the car wash experience is something of a cultural mainstay.

Maya Lange, VP of global marketing at Destination BC, tells strategy that the team is launching the immersive car wash at an important time for tourism in B.C. The activation also fits with Destination’s “Invest in Iconics” strategy, launched in 2023 to increase tourism across the province and emphasize the places and routes that differentiate it from other international destinations.

“Through research conducted in international markets, [B.C.] it is well recognized and continues to resonate and drive interest to visit. However, to create greater clarity around what more areas of B.C. have to offer, Destination BC has launched six new place and route brands including The Great Wilderness,” Lange says, adding it was one of the most transformative destinations to explore by car, making it a perfect fit for an unconventional drive-thru introduction. “The new brand covers the area of Northern B.C., which is approximately 60% of the province’s land mass.”

The carwash featured 3D projections, as well as visual and sound effects that evoked the province’s iconic wilderness. The tactile properties of water, foam and soap amplified the textures of the wilderness, from the rough bark of evergreens to the misty ambience of coastal landscapes. As the cars were coated with soap, a kinetic projection screen recreated images of the northern lights, while the rotating brushes represented towering evergreens. Destination also wanted to take drivers through the province’s rainforest and famous storms during the washing stage, before ending the sensory adventure in a deserted volcanic wind zone.

“In a busy world, we were looking for a brand moment that would immerse someone into The Great Wilderness and show the landscapes, people and Indigenous experiences of Northern BC,” Lange says. “In our digitally connected and developed world, it can feel as if little mystery remains on Earth, and even fewer places where we can experience true awe. The carwash was the perfect venue where within a few short minutes, we provided an escape into British Columbia’s The Great Wilderness.”

The five-day “The Great Wilderness Car Wash” was supported by a series of radio promotional content, digital video, along with selected OOH locations in key areas of Germany’s major urban centers.

In January, the brand placed a 26-foot wide wall in crowded locations in London and Sydney to immerse passersby in the province’s rainforest and Rocky Mountains.

According to Lange, its target audience is outdoor explorers, and daring adventurers who like to get off the beaten path and are open to visiting places with less infrastructure. Destination also wants to reach those who love to travel, take long trips and live experiences related to nature. But more importantly, those who consider themselves responsible, and value economic and environmental sustainability, Lange says.

The company plans to highlight other routes and locations under the global campaign “Natural British Columbia” in 2025.