Destination Canada’s global mandate is to attract high-value, high-income travelers to visit Canada. Initiative found that Canada is seen as cold, not cool. So the agency developed a traveler-led media strategy involving publishers and influencers who could credibly shift perceptions of Canada in the culture at large. Initiative negotiated custom partnerships with publishers, including Conde Nast, New York Times, NatGeo, Mashable and influencers from the Matador Network. The agency developed a comprehensive data management and attribution system that could follow travelers across every piece of content that it created, regardless of the publisher or platform, resulting in the implementation of over 5,000 tags. Working with a consortium of publishers, the agency created over 100 pieces of content. While content usually plays a supporting role in a campaign, Initiative flipped that on its head, creating compelling content that connected with the target audience.