Destination Canada: Millennial Travel Program
Celebrating Canada’s 150th Birthday
Client
Destination Canada
Services
Reaching 28% of Canada's Millennials
As Millennial Travel continued to emerge as a growing segment of the tourism sector, Crisp Media assisted Destination Canada in rolling out a domestic travel program to encourage the youth travel segment in Canada to travel within their own country as part of Canada’s 150th birthday.
Requirements
- Inspire young Canadians to choose Canada
- Celebrate Canada 150
- Forge lifelong Canadian travel ambassadors
Crisp Media acted as campaign program manager for the Travel Millennial Program.
Solution
A Storytelling Content Strategy
Crisp Media integrated closely within the Destination Team, acting as program manager for the campaign and working directly with senior leadership, the third party agency and campaign partners.
To create a youth movement in celebration of Canada’s 150th birthday and achieve our goal of reaching 4.4M Canadian Millennials with our message, a key component of the campaign was to tell a story in multiple formats and run these content assets on several platforms to ensure maximum exposure.
Program Management
Coordinate all aspects of the campaign, including partners, agencies and senior management.
Content Strategy
Guide production to ensure that content meets campaign objectives.
Media
The campaign played on multiple platforms, including broadcast, radio, and social media.
Success
- 34+ M impressions for campaign media.
- Over 3.5M video views across YouTube and Facebook.
- Over 670 pieces of unique content were created to help pique interest, encourage exploration and ultimately drive travel.
Results
89% of Canadian Millennials were reached 28 times each by the campaign. Based upon the success of the 2017 domestic campaign, Destination Canada went on to evolve the program for international travellers.
