There were a number of destinations that wanted to promote in the Canadian market but had limited budgets and were looking for a program to participate in to connect with consumers
‘Where’s Hot’, a YouTube feature showcasing destinations big and small. A video team and host featured what to see and do in ‘Hot’ destinations. A travel agent expert was interviewed justifying why Canadians should choose the destination and key insights on who should book to maximize their travel investment. Lastly, a call to action with an introductory price point was included. A full digital strategy was wrapped around the concept including Online display, FaceBook, Twitter and a dedicated YouTube channel.
Threefold. Destinations could participate at any level of investment, retail expanded its destination feature portfolio and the strategy had an impact on increasing bookings.