Destination Canada (DC) and industry partner Canadian Affair have launched a dedicated UK multi-platform campaign to highlight Canada as “the home of open spaces, hearts and minds”.
Designed to convert rising interest in Canada into 2024 bookings, the initiative was launched mid-September and will run for two months across computer, mobile and ‘out of home screens’.
Powerful images from across Canada are inviting consumers to link through to a co-branded dedicated campaign package portal.
A newly created video reveals the iconic and lesser-known aspects of the country and captures a feeling of ‘Canadian openness’.
The campaign will mostly be digitally led, supported in October with a London focus on major commuter gateways, such as Waterloo and the Elizabeth Line, to showcase in large format the scenery that Canada is known for.
Paid tactics will target Youtube, Truview, Facebook, Instagram and Pinterest.
Destination Canada and Canadian Affair will then work industry partners Travel Alberta, Destination Ontario, Tourism Nova Scotia and Ottawa Tourism, who will amplify their video content to an audience who has already seen the DC ad on YouTube
Exclusive travel agent content includes posters and videos, which are available for over-branding.
An incentive offers agents the chance to win a £150 Love2Shop voucher by sharing content from the campaign via their own channels and in their shop windows.
Maureen Riley, Vice President International, Destination Canada, said she hopes the campaign will build on the momentum generated by the recent BBC show, Race Across the World, which was shot entirely on location in Canada.
“The show put Canada back in focus as a top destination for UK travellers…. we hope that our new campaign’s Canadian candour will remind travellers of the warm and friendly personalities that they fell in love with when watching the BBC series,” she said.
Canadian Affair’s extensive collection of tailor-made holidays, sold both to the end customer and travel agents, includes rail, cruise, fly-drives and motorhome holidays.