Canadian Tourism Commission Case study 2010 GLOBAL CAMPAIGN by DDB Vancouver

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Industry Destinations (Countries & Places)
Media Case study
Market Canada
Agency DDB Vancouver
Creative Director Cosmo Campbell, Dean Lee, Josh Fehr
Art Director Chris Moore, Colin Hart, Murray Falconer, Brandon Thomas
Copywriter Cameron Warden, Neil Shapiro, Jarrod Banadyga, Jessica Schnurr, Mark Sissons
Designer Yuan You, Ellie Moon
Released November 2010

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: Mar 18 2010
Entry URL:
Creative Director: Cosmo Campbell (DDB Canada / Vancouver)
Creative Director: Dean Lee (DDB Canada/ Vancouver)
Creative Director: Josh Fehr (DDB Canada/ Tribal Vancouver)
Art Director: Brandon Thomas (DDB Canada/ Vancouver)
Art Director: Murray Falconer (DDB Canada/ Tribal Vancouver)
Art Director: Chris Moore (DDB Canada / Vancouver)
Art Director: Colin Hart (DDB Canada/ Vancouver)
Copywriter: Cameron Warden (DDB Canada/ Tribal Vancouver)
Copywriter: Neil Shapiro (DDB Canada/ Vancouver)
Copywriter: Jarrod Banadyga (DDB Canada/ Vancouver)
Copywriter: Jessica Schnurr (DDB Canada/ Vancouver)
Copywriter: Mark Sissons
Designer: Ellie Moon (DDB Canada/ Tribal Vancouver)
Designer: Yuan You (DDB Canada/ Tribal Vancouver)
Account Manager: Jennifer Green (DDB Canada/ Vancouver)
Account Manager: Bryce Sparks (DDB Canada/ Vancouver)
Account Manager: Shannon Cherry (DDB Canada/ Vancouver)
Account Manager: Geoff Wilton (DDB Canada/ Vancouver)
Account Manager: Dana Rudelier (DDB Canada/ Vancouver)
Account Manager: Shannon Frame (DDB Canada/ Vancouver)
Media placement: Website - Online - March 18, 2010
Media placement: Online Banner Ads - Online - March 19, 2010
Media placement: Print Ads - Travel & Leisure, Departures, Executive Travel, Food & Wine - April 22, 2010
Media placement: Newspaper Wraps - Los Angeles Times, New York Times, San Francisco Chronicle, Boston Globe, Chicag - June 4, 2010
Media placement: Ambient - Chicago, New York, Los Angeles - July 1, 2010
Media placement: TV Ads - NBC - June 14, 2010
Media placement: Cinema Ads - Germany - November 15, 2010
Media placement: Viral Video - Online - November 15, 2010

Describe the campaign/entry
Due to the economic downturn, international travel to Canada was on a steep decline. However, people still had the desire to travel.

Consumers were rejecting traditional travel destination messaging with their highly over produced campaigns, but were now being tempted by real travel experiences they’d seen from friends and family on social platforms. Once tempted they were doing further travel research online.

We chose to use the voices and experiences of real travellers to give an authentic representation of what it’s like to travel to Canada, and we did it in a way that consumers could relate to and interact with.

Describe how the campaign/entry was launched across each channel in the order of implementation
A central online hub was built using a large number of select Canadian travel experiences plus user generated experiences gathered from a previous domestic program. All elements of the campaign drove to the hub where consumers could experience more of a trip to Canada. From here they could comment on experiences, upload their own experiences, go directly to booking a trip, or share experiences with friends on their social sites.

Television, print, online ads, interactive digital storescapes and newspaper wraps all drove to the online hub.

Give some idea of how successful this campaign/entry was with both client and consumer
While the campaign is running through to the end of August and full business results are not yet available, preliminary campaign metrics have been extremely encouraging and it’s tracking to exceed all previous CTC efforts.

Consumer website visits are up 86% over the same period in 2009, Facebook fan sign-ups have increased by 3500%. The response to QR codes has exceeded expectations and all known benchmarks. Just two weeks in, the CTC experienced an 86% increase in their Twitter following.

The work has also garnered extensive PR coverage including being named best out-of-home on, coverage in Creativity Online, The Toronto Star, the National Post as well as, the go-to source for the best ideas in the world.

Most notably, the campaign helped propel Canada to being named the number 1 country brand* in the world, up two places from number 3 a year earlier.

*Calculated on the FutureBrand Index.