Destination Canada wins silver for best use of content marketing at the Travel Marketing Awards 2017.

TCO are pleased to announce that alongside OMD, we have been awarded silver in the Best use of Content Marketing category for Destination Canada's 'Explore Canada' campaign at the Travel Marketing Awards 2017.

Destination Canada, the government tourism promotion agency, wanted to shift its marketing strategy to centre on content instead of advertising. In a bold move they commissioned OMD and TCO to create a ground-breaking video influencer campaign that would resonate with the YouTube generation without leaving it's Gen X and Babyboomer audience behind. TCO helped select Influencers who could speak to the German and UK markets and created a cross-Canada road trip series for Germany and a food-inspired series for the UK.

The production team covered 12,000 miles in 50 stunning films that looked cinematic while retaining YouTube's unique energy. The campaign reached 200 million people, and achieved over 3.5 million organic views, which resulted in a 15% brand lift. 

Commenting on the award win, TCO’s Agency MD Simon Baker said, "The Explore Canada campaign continues to prove the argument of using well thought out content marketing over advertising, it's awesome to add this award to the WARC and M&M Global awards it has already won. We are looking forward to raising the bar even further for this years campaign."

Cat Salt, Marketing Manager at Destination Canada said, "TCO’s access to editorial storytelling, film and sub-culture audiences enables a shared experience of creative craft. They helped us navigate a new world of content marketing, which has led to great content and great results."

The Travel Marketing Awards recognise the best in creative, innovative and top-performing advertising, marketing and digital campaigns in the industry. A full list of the award winners and nominees can be found on the Travel Marketing Awards website.