Launching a WeChat mini-program for Canada’s oldest national park

Project Specifics

  • Banff & Lake Louise Tourism
  • Web & Mobile Development
  • 2017

The Situation:

Banff National Park is Canada’s oldest national park, located in the Canadian Rockies. Popular activities include hiking, skiing, golf, hot springs and horse-riding. The 6,641 sq. km park also boasts stunning natural scenery. The number of Chinese visitors to the Banff & Lake Louise area has increased by roughly 25-30% every year since 2010, with 50,000 Chinese visitors in 2016. In order to best accommodate these Chinese visitors and ensure that their time at Banff & Lake Louise is as enjoyable as possible, Banff & Lake Louise Tourism decided to become one of the first overseas travel destinations to launch a WeChat mini-program.

Our Work:

Dragon Trail used this new WeChat function to create a mini-program for Banff & Lake Louise, which serves as an interactive, digital brochure to help visitors keep up to date with the park’s activities, and it is promoted on Banff’s WeChat account. Users have access to a directory with quick links to activities, restaurants, accommodation, shopping, attractions and more useful information, and they can also create and save itineraries. An LBS function provides location-based recommendations for visitors at the destination, which helps local providers to reach a Chinese audience. A map function and photos of attractions, restaurants and other destinations allows visitors to visualize and plan their time at Banff and Lake Louise most effectively.

Client testimonial

“We’ve been working with Dragon Trail closely since 2010 with great results. In partnership with Dragon Trail we have successfully launched and maintained our online presence in China, building a substantial base of social media fans and followers, and growing Banff and Lake Louise destination awareness in this complex, challenging and fast-growing market.”
-Lukas Prochazka
Business Development Manager - Asia
Banff & Lake Louise Tourism