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Destination Canada begins Found In Canada campaign

Destination Canada has begun an online campaign called "Found In Canada" intended to encourage travel to this country from the United States. This is the first time since 2010 that the tourism organization has conducted a campaign aimed specifically at the US. Developed by DDB Canada of Vancouver, the initiative makes use of 17 online videos depicting Canadian culture, events and locations based on images submitted to Instagram from travellers. The videos are running as pre-roll ads and on social media sites. They are being accompanied by interactive mobile ads on Facebook, as well as social media posts and ad banners. The campaign also includes a website at <>. Media planning and buying is being conducted by OMD Vancouver, with a focus on New York, Los Angeles, San Francisco, Chicago, Washington, Boston, Philadelphia and Minneapolis.

"Why fabricate an ad campaign when Canadians have already created a real one for us?" said Dean Lee, executive creative director at DDB Vancouver. "Each film shares a fresh, personal lens on Canada and is tailored for American travellers, who prefer to blend in with locals and participate in cultural or passion-based activities."

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