TCO London
Premium Content for Millennial Audiences

Destination Canada: Explore Canada


Destination Canada.



Destination Canada, the government tourism promotion agency, wanted to shift its marketing strategy to centre on content through a ground-breaking video influencer campaign that would resonate with the YouTube generation without leaving it's Gen X and Babyboomer audience behind. The campaign's objective was to: 

  1.  Inspire UK and German travellers to book their next adventure to Canada.  
  2. Shift consumers' mindset from dreaming of a Canadian adventure to making a booking
  3. Embossing in travellers' minds that Canada is an all-season destination, where extraordinary experiences can be enjoyed all year round. 
  4. Increase Destination Canada's content reach and relevancy in the marketplace.
  5. Increase sales.


To bring Canada to life, TCO used its global network of journalists to source local influencers from the campaign's key markets and produce over 100 films, over 4 years, followed each influencer on an authentic journey of discovery, showcasing the incredible beauty of Canada. Our content has spanned food, sport, fashion and adventure.

Our mix of influencers and creative was built to reflcect insight into the local market (France, UK and Germany), as well as multiple passion points. We worked with micro-influencers like rock climbers and designers, through to mainstream influencers like UK food vlogger, John Quilter and Channel 4 'First Dates' celebrity Fred Sirieix.


For the first time in a decade Canada's growth outpaced global travel growth by 80%. 7.5% vs 4.4%, which means Canada is growing its market share.

  • 3,000 miles travelled on production
  • 100 pieces of content produced
  • 200k viewing hours
  • 200M reach, with 30M video views, 6M organic
  • 50M views on Facebook
  • 500k visits to content hub, 30% return visitors
  • Insta audience grew from 250k to 500k
  • Featured on The Guardian, Daily Mail, Die Ziet

The campaign successfully drove travellers to Canada:

  • Generated $231M+ in additional tourism revenue (67:1 ROI)
  • 190k content viewers booked trips to Canada
  • 40k travellers converted via trade partners
  • YOY Q4 Canada searches increased by 26%
  • 7.9% increase in visitors from marketed countries
  • 15% overall brand lift

Fred Sirieix explores Toronto, taking in all he can in 48 hours. He runs through the city, flies in a helicopter, throws axes, samples craft beer, and squeezes in visits to the CN Tower, and a few top restaurants and breweries.

Chefs in British Columbia consider fresh produce a to birthright. Mike Murphy has taken BC's farm-to-table movement several steps further, where everything on the menu at his restaurant in Victoria, the province's laid back capital, is based on what's picked that day on his 10-acre farm.
Nigel Ruwende, fashion designer, apprentice Savile Row tailor and stylist to UK stars, sets off on cross-country exploration of Canadian style. Starting on the red carpet at the Toronto International Film Festival, he visits Herschel Supply Co., Roots Canada, Naked & Famous Denim, Needs&Wants, Lowell MTL, Herschel Supply Co.
"Toronto The Good," "Hogtown," "The Six" - whatever you call it, from food, to film, to music, to fashion, to sport, there is a lot going on in Canada's biggest city. The Food Busker sets out to take in as much as he can in 48 hours.
Fred Sirieix escapes the hustle and bustle of city life to enjoy peace amidst the stunning natural beauty of Algonquin Park on his first canoe trip. Watch more videos from Fred's trip here:

The Food Busker wanted get a feel for Alberta's cowboy way of life so he stayed with Randy and Ginny at Sierra West guest ranch. Soon they had him out on horseback driving cattle across the Canadian plains. 


- Awards - 

Winner M&M Global Best Growth Strategy

Winner M&M Best Use of Data,

WARC Media Awards Gold, Best Use of Data

Travel Marketing Awards Silver Best Use of Content Marketing

 best Travel, SILVER at the CONTENT MARKETING ASSOCIATION International Awards

TCO’s access to editorial storytelling, film and sub-culture audiences enables a shared experience of creative craft.

They helped us navigate a new world of content marketing, which has led to great content and great results
— Cat Salt, Destination Canada