Canadian Tourism Commission: Upgrade to Canada

This case study explains how the Canadian Tourism Commission (CTC) harnessed Canada's collective voice in order to promote the country around the globe.

Canadian Tourism Commission: Upgrade to Canada

Griff Leader

Campaign details

Brand owner: Canadian Tourism CommissionAgency: Gutenberg Networks London, Tribal DDB LondonBrand: Canadian Tourism CommissionCountry: France and Germany

Executive summary

This case study shows how the Canadian Tourism Commission (CTC) harnessed Canada's collective voice in order to promote their country around the globe, by challenging airport travellers to 'Upgrade to Canada' and spontaneously swap their holiday for a dream trip to Canada.

The Upgrade to Canada campaign delivered an increase of 9.2% in sales and exceeded the target for engagements through social channels by...

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