Destination Canada: Millennial Travel Program
Client
Destination Canada
Service
Digital marketing strategy and project management
Campaign Program Management
As millennial travel continued to emerge as a growing segment of the tourism sector, Destination Canada wanted to encourage Canadian youth travellers to travel within their own country. Destination Canada brought us on board to assist in rolling out a domestic travel program and youth movement in celebration of Canada’s 150th birthday, with the goal of reaching 4.4 million Canadian millennials.
An Integrated Program Manager
We integrated within the Destination Canada team, acting as program manager for the campaign and working directly with senior leadership, a third-party agency, and campaign partners. We also coordinated all aspects of the campaign, serving as a guide throughout production, ensuring that content met campaign objectives.
A Storytelling Strategy
A key component of the campaign was to tell a story in multiple formats and run those content assets on several platforms to ensure maximum exposure. The campaign played on broadcast, radio, and social media.
An Outstanding Impression Rate
89% of Canadian millennials were reached 28 times each by the campaigns, with over 34 million impressions for campaign media and 3.5 million video views across YouTube and Facebook. By the end of the campaign, over 670 pieces of unique content were created to help pique interest, encourage exploration, and ultimately, drive travel.
A Template for Future Campaigns
Based upon the success of the 2017 domestic campaign, Destination Canada went on to develop a program for international travellers.
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