2019 Winner

Destination Canada

Vacations of the Brave - Head North

Initiative

BronzeProducts and Services - Best in Travel and Tourism

“Hey! Let’s go to Canada!” Sounds like a great idea but upon further reflection, those not familiar with the country tend to feel overwhelmed by its vastness, leaving Americans unable to envision their own Canadian journey. So Destination Canada created a Vacations of the Brave branded travel series on Amazon Prime that shows off all the amazing trips to be had up north. As the first-ever branded content show on Prime, it was promoted with short-format clips on YouTube, which contributed to a 29% higher episode completion rate. With the trailer being watched more than 150 million times and more than 5.2 million episode views, the docu-series helped bolster Americans’ likelihood of travelling to Canada by 2.3%.

Credits
Destination Canada – Client Team: Robin Russell – Marketing Manager, North America Sarah Finstad – Regional Managing Director, North America Helen de Faye – Senior Manager, Content Marketing Adam Brownfield – Manager, Creative Services Gloria Loree – Acting CMO & VP Global Marketing Cookie Boyle – Executive Director, Global Content David F. Goldstein – President & CEO

Initiative – Media Team: Noah Vardon – VP, Client Advice and Management Olivier Leblond – Group Account Director Chris Gairdner – Director, Content Sonia Saeid – Manager, Communications Design

Ogilvy – Chief Creative Officer: Brian Murray
Group Creative Director: Christian Horsfall
Art Director: Christian Horsfall
Copywriter: Andrew Caie, Pam Danowski
Designer: Charline Fauché-Simon
Strategist: Lynn Fletcher
Group Account Director: Lindsay Prajza
Agency Producer: Brenda Surminski
Project Manager: Jared Mercer
Content Strategist: Tim Doyle

Partners: Megan Maginnis (Amazon) – Senior Account Executive Donna Chang (Google) – Tourism Lead Jennifer Vincent (Google) – Account Manager