Destination Canada compelling new campaign leverages Americans’ growing interest in Canada while challenging perceptions and sharing the u...
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.”
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.
Ad Agency: DDB, Canada