Canadian Tourism Commission: Upgrade to Canada

Griff Leader

Campaign details

Brand owner: Canadian Tourism Commission
Agency: Gutenberg Networks London, Tribal DDB London
Brand: Canadian Tourism Commission
Country: 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 30%.

The CTC's campaign objectives were to:

  • Accentuate the magic and appeal of Canada by demonstrating its beauty and diversity, thus creating momentum for discussion, and increasing traffic and sharing on social and campaign sites (such as YouTube, which received one million views)
  • Increase bookings and subsequently visitors to Canada, leading to visitors completing advised itineraries and activities.