Destination Canada
Destination Canada
Destination Canada wanted to shift its marketing strategy to centre on content through a video influencer campaign that would resonate with the YouTube generation without leaving its Gen X and Babyboomer audience behind.
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, following 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 creatives was built to reflect 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.
Our mix of influencers and creatives was built to reflect 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.
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.
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.
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.
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.
"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.
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.
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
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
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