AGENCY
Cosmo Campbell - Creative Director
Shannon Cherry - Acct. Services
Dean Lee - Creative Director
Murray Falconer - Art Director
Jennifer Green - Acct. Services
Colin Hart - Art Director
Erica Jonsson - Producer
Kevin Rathgeber - Copywriter
Neil Shapiro - Copywriter
Jessica Schnurr - Copywriter
Gayle Robson - Producer
Dana Rudelier - Acct. Services
Jason Snider - Media Planner
Bryce Sparks - Acct. Services
Brandon Thomas - Art Director
Geoff Wilton - Acct. Services
DDB Canada/ Tribal Vancouver *Lead Agency
Josh Fehr - Interactive Creative Director
Kumiko Ide - Community Cultivators
Ellie Moon - Digital Designer
BJ Vicks - Community Cultivators
Chris Walts - Community Cultivators
Yuan You - Digital Designer
SUMMARY
Due to the worst global recession ever, international travel to Canada was on a steep decline. To overcome a very real perceptual barrier to show consumers that traveling to Canada was desirable, accessible and affordable, the Canadian Tourism Commissions new global creative campaign was based on the insight that peoples travel decisions were significantly influenced by friends and larger online communities and the power of this peer to peer word of mouth had become exponentially greater in the tourism category. The social-media inspired creative platform, utilizing multi-media to lead consumers to the Keep Exploring interactive blog, propelled Canada to #1 country brand.
