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...