Destination BC: Iconics
Valleys & Vineyards · Rainforest to Rockies
Destination BC featured Ned Bell in two global content programs, using food to tell the story of Valleys & Vineyards and Rainforest to Rockies.
The Story
Destination BC’s Invest in Iconics strategy introduced six destination brands designed to bring more visitors to more parts of British Columbia throughout the year. The work supports the Province’s goal of growing annual visitor spending to $48 billion by 2036.
Ned was selected to appear in content for two of the six brands. In Harness the Harvest, he returned to the Similkameen Valley to explore the farms, people and ingredients that shaped him as a chef. He also leads BC Beyond the Plate, a six-part culinary journey along the Rainforest to Rockies route. Travelling from Steveston to the Canadian Rockies, Ned meets farmers, fishers, chefs and food producers whose work reflects the places they call home.
Ned was handpicked by both TOTA and Destination BC to star in videos launching two of those brands — Valleys & Vineyards and Rainforest to Rockies. Of all the chefs, guides, and personalities in BC, they chose Ned to be the face of these flagship experiences.
Why It Matters
Ned’s role went beyond appearing on camera. He served as the guide and storyteller for a major Destination BC campaign, connecting food, travel, culture and place for an international audience.
The work draws on his experience as a chef, restaurateur and sustainability advocate, along with his knowledge of British Columbia’s regional food systems. It shows his ability to lead a large public-facing campaign with warmth, authority and a genuine connection to the people and places involved.
