Destination Canada: Explore Canada

This case study describes how tourist body Destination Canada used data, consumer-driven sequencing and addressable content targeting to attract European travellers to Canada as a holiday destination.

Explore Canada

Brooke Steinberg, Ilenia Natoli

Campaign Details

Brand: Destination CanadaBrand Owner: Destination CanadaLead Agency: OMDContributing agencies: Accuen EMEA, The Church of London

Executive summary

With more than 6 million European travellers considering Canada as a future holiday destination, Destination Canada needed to shift Canada from a "might visit someday" to a "travel there next" holiday destination.

The "Explore Canada" campaign focused on creating and seeding truly authentic and interesting content through influencers, to really bring the sights, wonders and experiences of Canada to life.

Our strategy was to leverage data to align...

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