Destination Canada Picks up WARC Gold Award
Adding to an already impressive awards tally, the influencer campaign produced with OMD for Destination Canada has picked up a Gold WARC award for Best use of Data.
We have also been shortlisted in the Travel Marketing Awards for best use of content marketing.
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 consumers with content catered to them, based on their individual interests and travel purchase behaviours. Programmatic buying was leveraged throughout the campaign to seed our unbranded content at scale, delivering them in contextually relevant environments in real time. We used interconnected first-, second- and third-party data, plugging into 11 different data sources, from four platforms with 90 bespoke audience lists (over 400 individual targeting lines).
The extensive use of data, consumer-driven sequencing and addressable content targeting allowed us to create our own user journey, from sparking an interest through to purchase.
The campaign successfully drove over 190,000 European travellers to Canada with an ROI of 67:1, helping Canada to achieve a 7.9% visitor growth in all active markets – a growth rate almost 80% higher than the international average.
See our Case Study here.