Destination Canada teams up with provincial partners plus German influencers and tour operators to deliver compelling travel stories.
Everyone loves a good story—and Destination Canada (DC) is harnessing that power with its major new content marketing program in Germany. Working closely with Canadian provincial partners, German tour operators and social media influencers, the program centres on a new hub that showcases stories from across Canada.
The hub’s main content themes are cities, active adventure, natural wonders, culture and journeys around Canada, which are designed to inspire wanderlust among German travellers. To bring these themes to vivid life from the onset, DC and partners worked with two groups of influencers on YouTube and Instagram to share their amazing Canadian travel experiences.
German YouTubers Shanti Tan, Nilam, Alexi Bexi and Ben Jaworskyj produced inspirational videos from their travels, including seeing beluga whales in Hudson Bay, climbing a via ferrata at Saguenay and going on a Rockies road trip. The Instagrammers—Joerg Nicht, Patrick, Johannes Becker, Johannes Hoehn, Max Muench, Michael Schulz, Travel Diary by Sylvia, Thomas Kakareko and AKUsepp—went far and wide across the country, producing eye-candy images that that have been enthusiastically received back in Germany.
DC is also promoting the content online via websites, native advertising, social media, SEO tactics and print advertising. Teaming up with DC on this ground-breaking initiative are Atlantic Canada Tourism Partnership, Destination British Columbia, Tourisme Québec, Travel Alberta and Travel Manitoba, as well as Ontario partners Tourism Toronto and Ottawa Tourism.
“This program consistently shows Canada as an exciting destination for German travellers,” says Rupert Peters, DC regional managing director. “This targeted and fully integrated marketing program will engage these German consumers with compelling content at key moments in their vacation planning.”