The Problem

How do you convince American travellers to overcome their preconceptions, and realize that despite being right next door to America, Canada is exciting and offers different experiences?


Use Instagram to showcase the authentic and unique adventures that await just over the border. 


There was no need to fabricate an ad campaign when Canadians had already created one for us. Our campaign aggregated the amazing stories that are written in Canada every day. We used real Instagram posts as frames of films, and hashtags Canadians were using as our scripts. Americans could then explore the Instagram feeds of the individual Canadians behind those films.


The campaign helped to bring over 13 million Americans to Canada in under a year which is 1 million more than the previous year.


Canada has seen its best ever growth in U.S. tourist arrivals in over a decade. This significant double-digit growth of 10% continues in 2017, and has led to Canada being named as the top place to visit in the world by Lonely Planet, New York Times and Conde Nast Traveller.