Strategic story development and delivering creative, out-of-the box ideas is essential to stand out in an industry as diverse and saturated as travel and tourism. In the case of, it is a key factor to success as the seasons and travel needs of Canadians change, a comprehensive and strategic year long media approach was developed to stay one-step ahead. With programs looking at why travel is crucial to the health of the relationship with your partner to capturing the imagination of mommy bloggers through a digital summer travel program – lead the conversations and travel trends that mattered to Canadians throughout 2013.


The Ask

Deliver on key business needs throughout the year which include the following:

  • Position as a leader in pre-packaged vacations
  • Continue to build the brand in Canada and drive awareness
  • Highlight priority destinations through all program elements


What we did

  • Third party spokesperson media tours: Relationship travel truths GTA tour with relationship expert Ashley Howe
  • Ongoing thought leadership pieces: Monthly blog contributions with the Huffington Post
  • Proactive/reactive media relations: Insert in media related to trends, insights and worlds news
  • Seasonal efforts: Seize the Summer blogger program, summer parenting itineraries and national MR outreach, SUMMERCA10 promo code promotion shared with travel media
  • Celebrity travel moments 2013 – A breakdown of Canada’s favourite celebrity travel moments of 2013
  • New Years travel resolutions survey – A survey release looking at the differences in New Year’s travel plans across generations



  • Secured over 53 million impressions in 2013 exceeding our annual goal by 297 per cent
  • Over 220 pieces of coverage distributed nationally throughout 2013
  • Achieved a 14.8 per cent increase on impressions in 2013 vs. 2012


  • Print
  • Web
  • Conversation
  • Celebrity