Destination BC is working with BC-based clothing brand Arc’teryx to bring their film series, A Skier’s Journey, to ski enthusiasts around the world. Directed by BC-based filmmaker and photographer Jordan Manley, the series follows professional skiers who traverse mountains and experience local culture around the world. The final episode, Crossing Home, features the team’s return home to the Coast Mountains of British Columbia.
The BC-focused episode is the finale of the fourth and final season. The three-episode season represents Manley’s artistic effort in following Chad Sayers and Forrest Coots on adventures in Iran and China, culminating with an epic return home to British Columbia. Previous seasons saw the celebrated Canadian filmmaker travel to Kashmir, Dubai, Argentina and Iceland — focusing on the human experience and culture of each special location. In Crossing Home, British Columbia’s Cariboo Chilcotin Coast Region, the Coast Mountains, and Xeni Gwet’in First Nations feature prominently.
The film project is part of a larger global partnership that Destination BC has undertaken with Arc’teryx — a BC-based, globally recognized outdoor clothing and sporting goods manufacturer whose brand and products are heavily shaped by their origins in British Columbia. BC’s destination brand, Super, Natural British Columbia®, and the Arc’teryx brand closely align, showcasing the landscapes and outdoor adventures available across BC. Both organizations aim to reach consumers in the UK, China, US, and Canada.
In addition to marketing the film in the UK, US, and China, Destination BC and Arc’teryx are working on an ongoing social media and paid media strategy for the film and brands. The two are also collaborating with key influencers in the coming months.
Marsha Walden, President and CEO, Destination BC –
“The filmmakers’ obvious passion for British Columbia and skiing our mountains drew us to collaborate on this exciting project. Our two brands are aligned, with common audiences who love the outdoors and British Columbia. This partnership allows us to maximize promotion on key projects in China, the UK, and North America.”
Shirley Bond, Minister of Jobs, Tourism and Skills Training and Minister Responsible for Labour –
“Arc’teryx is a made-in-B.C. success story and it’s great that this episode is showcasing our province’s world-class ski experience and unforgettable scenery. We’re hoping the more people that see the episode, the more people will want to come to ski, stay and enjoy our province’s diverse tourism experiences.”
Adam Ketcheson, Vice President, Marketing and Business to Consumer, Arc’teryx –
“We have been privileged to work with and be inspired by Jordan Manley for many years. Jordan tells beautiful and powerful stories through his photography and film work. A Skier’s Journey has been a wonderful project over the years and we’re really excited to share the final film Crossing Home with the global community. The final film connects deeply with Arc’teryx, exposing people to the beautiful wild spaces of British Columbia that is our home.”
Jordan Manley, Filmmaker –
“Over the course of four seasons, we crossed the globe searching for the places where skiing exists, celebrating and experiencing many different landscapes and cultures. It was only appropriate to complete the series by returning to British Columbia, not only because it’s widely considered to be one of the best and most diverse places to ski in the world, but also because it’s where we call home, where we started our journey.”