News releases

Destination Canada and Bell Media team up to encourage Canada’s Millennials to explore their own country

Tweet:  Partners in tourism – we’ve sealed a new co-op marketing agreement with @MUCH

Vancouver, BC, December 1, 2015Destination Canada, Canada’s national tourism marketing organization, today announced  a new, two-year marketing agreement with Canada’s premier multimedia company, Bell Media.

Under this agreement, Bell Media and Destination Canada will undertake an extensive content marketing campaign, in French and English, aimed at inspiring Canadian millennials to travel their own country in the lead up to and in the year 2017 - Canada’s 150th celebration of Confederation. 

Millennials make up more than one-fifth of all global travellers and are seen as a significant source of future revenue for the country.  Starting in their own backyard, Canada’s tourism sector, through the extensive audience reach of Bell Media’s perennial youth brand Much and its multi-channel network Much Digital Studios, will encourage these young, independent and mobile Canadians to experience Canada first-hand and share their experiences with travellers worldwide. 

The Much Digital Studios content-rich program celebrates Canada’s milestone birthday by featuring 150 Canadian experiences, as seen through the eyes of Much and its influential Much Digital Studios creators.  This content will consist of a series of marquee short-form video installments, produced by Much’s original video team, that capture the Much Digital Studios creator’s authentic, firsthand experience with a Canadian travel destination. Each episode will be supported with a media investment across Bell Media stations to drive traffic to the program’s content hub on where episodes will live alongside other uniquely Canadian experiences as told through blogs, photos, GIFs, lists, and video. In addition to the Much-produced content, Much Digital Studios creators will document and share their journey in real time through their social media networks, all contributing to a robust 360 ͦ view of Canada’s awe-inspiring travel experiences.

“Canada’s 150th presents a great opportunity to inspire young Canadians to connect with their country.” said David Goldstein, President & CEO of Destination Canada. “With our media partners, Bell Media and Much Digital Studios, the travel sector is poised to deliver fantastic travel experiences from coast-to-coast-to-coast.”

Tracey Pearce, Senior Vice-President, Specialty and Pay, Bell Media said, “We look forward to working collaboratively with Destination Canada and its tourism partners to leverage Much Digital Studios authentic connection to millennials to raise awareness and interest in Canada’s travel experiences.  We know that through this program we will not only be helping to drive travel within Canada, but helping to create future travel ambassadors for our country.”

The 52-week campaign will use a mix of traditional and social media marketing to share millennial-targeted Canada content with Canadians. Canada’s tourism industry, including provincial and territorial marketing organizations and national travel brands, have partnered into this comprehensive program to promote their destinations and experiences. The partnership’s marketing activities coincide with the lead-up to Canada’s 150th birthday celebrations in 2017, a major event celebrating the Sesquicentennial of Confederation.

Additional web links:

About Destination Canada:
Destination Canada is Canada's national tourism marketing organization. A federal Crown corporation of the Government of Canada, we lead the Canadian tourism industry in marketing Canada as a premier four-season tourism destination. Our vision is to inspire the world to explore Canada. With our partners in the tourism industry and the governments of Canada, the provinces and the territories, we promote Canada's extraordinary experiences in 11 leisure markets around the world, conduct market research plus provide resources and toolkits to help industry leverage Canada's successful tourism brand, Canada. Keep Exploring. For regular updates on Destination Canada initiatives, subscribe to Destination Canada News or follow us on Twitter or LinkedIn.

About Bell Media:
With passion and an unrelenting commitment to excellence, Bell Media creates content and builds brands that entertain, inform, engage, and inspire audiences through the platforms of their choice. Bell Media is Canada’s premier multimedia company with leading assets in television, radio, out-of-home advertising, and digital media. Bell Media owns 30 local television stations led by CTV, Canada's #1 television network; 34 specialty channels, including TSN and RDS, Canada's most-watched specialty channels in English and French; and four pay TV services, including The Movie Network and Super Écran. Bell Media is also Canada's largest radio broadcaster, with 106 licensed radio stations in 54 markets across Canada. Bell Media owns Astral Out of Home, one of Canada's most dynamic and innovative out-of-home advertising companies with a network of more than 13,500 advertising faces in British Columbia, Alberta, Ontario, Québec, and Nova Scotia. Bell Media also operates more than 200 websites; delivers TV Everywhere with premium subscription on-demand streaming service CraveTV, as well as its innovative GO video streaming services including CTV GO, Discovery GO, TMN GO, and TSN GO; operates multi-channel network Much Digital Studios; holds an equity stake in digital start-up Hubub; is partners in Cirque du Soleil Media, a joint venture with Cirque du Soleil; and owns Dome Productions Inc., a multi-platform production company. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company. For more on Bell Media, please visit

For further information, please contact:

Kate Mulligan
Global Marketing Communications Specialist
Destination Canada
mulligan [dot] kate [at] destinationcanada [dot] com
Tel: 604-638-8377

Sara McLaren
Director of Communications
Bell Media

Sara [dot] McLaren [at] Bellmedia [dot] ca