You’re going to need a
bigger bucket

Canadian Affair wanted to excite people about the prospect of travelling to Canada, whilst positioning themselves as the tour operator of choice.

With it being the first time they had run above-the-line activity for several years; it was imperative to support this activity with a robust search and social campaign. Highlighting a ‘bucket list’ concept, we identified an opportunity to drive traffic to a bespoke site packed full of inspiring content, images, and videos, as well as suggested itineraries for people to explore.

Creative

Print

Strategy

Social

Strategy

Our strategy was to use as much content-focused activity as possible to educate consumers about the wide variety of holidays and adventures that Canada has to offer. Our creative approach was anchored in a strong strapline, "You're going to need a bigger bucket," that encapsulated the very heart of the campaign.

We ensured that the microsite, category pages, paid social, PPC, press and OOH all followed the same strong creative execution and messaging. Digital 6-sheets were placed at rail stations, upweighted to days of the week when station footfall was at its highest.

The Telegraph campaign ran across print and digital, with half-page ads in the travel section and a bespoke eight-page supplement appearing within Saturday’s newspaper. Utilising Telegraph journalists to create the content ensured it kept within the paper’s tone of voice and appealed to their affluent audience.