The Wilderness Autowasche

In a first-of-its-kind activation, Destination BC, working with Zulu Alpha Kilo, launched The Great Wilderness Car Wash in Hamburg, Germany. This immersive experience was aimed at educating and inspiring German travellers to discover the wonder of Northern BC, all from the comfort of their car.

It is well known in the world that Germans love their cars. And what they love more than their cars is a good car wash; however, strict regulations prohibit washing cars at home to protect rivers from runoff, making car washes a coveted necessity. The unique setting of the car wash offered a unique opportunity to immerse travellers in an escape from everyday life in Northern BC’s wilderness, turning routine car care into an unforgettable experience.

Working with production company Unit9, this activation transformed an ordinary car wash into an immersive journey through the Northern BC wilderness, combining precision engineering with advanced sensory technology, including 3D projections and high-definition visuals. Greeted by brand ambassadors at the entrance, drivers were given speakers that delivered a perfectly synchronized soundscape, precisely timed with the interactive visuals surrounding the car.

Inside, a series of stunning 3D renderings and high-definition imagery brought BC’s rugged beauty to life, drawing in elements of Indigenous cultural symbols and stories. With each stage, the tactile qualities of water, foam, and soap amplified the textures of the wilderness - from the rough bark of evergreen forests to the mist-laden atmosphere of coastal landscapes. As cars were coated with soap, a dynamic kinetic projection screen replicated the lighting effect of the northern lights on the windshield, while rotary brushes, designed to mimic towering evergreens, moved in harmony with the landscape visuals. A rainforest-inspired downpour rinsed the car, mirroring the intensity of BC’s iconic storms, before the cars were dried in a volcanic wind area made to look and feel like a desert, completing the sensory journey.

“We are entering a very exciting and important time for tourism in British Columbia.” says Maya Lange, Vice President, Global Marketing Destination BC. “By creating unique place brands such as The Great Wilderness for Northern BC, we are giving global travelers a clear idea of the beauty of the various parts of the province such as Northern BC. This activation ignites an awe-inspiring wonder of the power of nature that stays with you. We are deeply grateful to all tourism partners, including Indigenous Tourism BC, and Zulu Alpha Kilo for their collaboration with us on this exciting initiative.”
The five-day activation was supported with a series of radio promotional content, digital video drivers, along with select OOH placements in key areas in major urban centres in Germany.

“We are incredibly excited by this accomplishment and what it means for Destination BC.” Says Tim Gordon, Chief Creative Officer, Zulu Alpha Kilo. “It took the collaborative efforts of our Vancouver and New York offices to create a one-of-a-kind immersive car wash. We needed to ensure the experience felt authentic and true to Northern BC. So, we made sure that every inch of the car wash and every creative touch point was thought through to deliver a once in a lifetime experience.”

In 2023, Destination BC unveiled their Invest in Iconics Strategy as a long-term strategy to responsibly increase the benefits of tourism throughout British Columbia through the integration of place branding and destination development to competitively differentiate BC on the world stage. This marks the second global activation that Destination BC launched after introducing the Rainforest to Rockies route from Vancouver to the Rocky Mountains earlier this year. In 2025, Destination BC will launch all six iconic routes and places under a global Super, Natural British Columbia campaign.