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Canadian Tourism Commission conducts US street promotion

The Canadian Tourism Commission is conducting a street promotion in New York, Chicago and Los Angeles intended to encourage US residents to take a vacation in Canada. The initiative consists of installations incorporating a series of touch-sensitive screens that display photographs and Twitter messages submitted by travellers in Canada. More messages and photographs are projected on vinyl screens surrounding the interactive displays. US consumers can also enter a contest to win a trip to Canada by submitting their favourite Canadian destination to the campaign's Twitter feed. The promotion, developed by DDB Canada, is part of a larger overall marketing campaign that also includes television, print and online advertising, as well as social media activities. "With the proliferation of social media, people like to share what's happening in their lives immediately," said Cosmo Campbell, creative director at DDB Canada of Vancouver. "What better way to showcase all the amazing experiences that are happening in Canada right now than through an interactive billboard that aggregates those memorable moments captured by travellers in real time? The unexpected nature of the experiences that are being uploaded will surprise passersby and change their perception of Canada."

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