Destination Canada compelling new campaign leverages Americans’ growing interest in Canada while challenging perceptions and sharing the unexpected side of this country. This is the first time since 2010, Canada’s national tourism marketing organization has developed campaign work specifically targeting U.S. travellers.
With a surge of Canadian superstars topping music charts and gracing red carpets; Canada’s hip, new Prime Minister; and uncertainty from Americans about the political future of their country, “never before have Americans been more curious about Canada,” says Michelle Kitchen, EVP co-managing director, DDB Canada Vancouver
However, while Canada may have piqued the curiosity of some Americans, first-time U.S. travellers to this country know little about it as a vacation destination or they believe Canadian destinations are too similar to those in the U.S and have nothing unique to offer.
Harnessing Instagram content in a smart and unexpected way, the Found In Canada campaign uses photos as frames of film and hashtags as script beats to create 17 individual stories. Shot by Canadians and travellers experiencing Canadian culture, events, local haunts and activities, each film provides Americans with a unique and exciting glimpse of what a trip to Canada could entail.
“Why fabricate an ad campaign when Canadians have already created a real one for us?” says Dean Lee, executive creative director, DDB Canada Vancouver. “Each film shares a fresh, personal lens on Canada and is tailored for American travellers, who prefer to blend in with locals and participate in cultural or passion-based activities.”
The 17 films appear as preroll, social and premium video online advertising, and feature an all Canadian soundtrack by artists ranging from Alessia Cara and Jean-Michel Blais, to The Courtneys and Keys ‘N Crates. The films are further supported by Facebook canvas ads that allow users to tilt and pan mobile devices to explore the images further. Social posts on Facebook, and Instagram and a dynamic banner retargeting tool that allows Destination Canada’s partners to create and customize their own prospecting and retargeting ads round out the campaign. All communications drive to Keep Exploring site where users can explore a gallery of nearly 1000 Instagram photos featured in the films to discover the experiences, places and personalities that make Canada so unique.
OMD Vancouver is responsible for media planning and buying. The media plan places special emphasis in New York, Los Angeles, San Francisco, Chicago, Washington, Boston, Philadelphia and Minneapolis markets, which all offer direct flights to Canadian urban centres.
Creative Credits:
Ad Agency: DDB, Canada