Project Description

A case study in partnership: Inspiring millennials to explore Canada.

In 2016, Destination Canada launched the Millennial Travel Program with Bell Media and 21 industry partners – a massive bilingual content campaign that would challenge Canadian millennials to explore Canada’s urban backstreets, communal hubs and rugged trails, and to create their own experiences along the way.

We designed this simple 9-page report to highlight specifics on content strategy, millennials as a target segment and domestic and international results.