The idea was to showcase the unexpected cultural aspects of Canada and its citizens.

The campaign was an invitation to Americans to connect with and have real experiences with Canadians, one-on-one.

There was no need to fabricate an ad campaign when Canadians have already created one for us. The campaign aggregated the amazing stories that are written in Canada every day. Using real Instagram post as frames of films and hashtags Canadians regularly use as our script, we created a collection of short films. Each film provides Americans with a unique and exciting glimpse of what a trip to Canada could entail and feature an all Canadian soundtrack by artists ranging from Jean-Michel Blais, to The Courtneys and Keys ‘N Krates.

Through hyper-targeted programmatic media, we were able to reach prospective travellers through their own interests. And then allow them to explore the Instagram feeds of the individual Canadians behind those films. Restauranteurs, artists, travelers - thousands of regular people.

All communications drive to KeepExploring.ca where users can explore a gallery of Instagram photos featured in the films.

https://us-keepexploring.canada.travel/found-in-canada

Canada has seen its best ever growth in US tourist arrivals in over a decade. In 2016, nearly 13.9 million Americans visited Canada which is an increase of over 1 million Americans versus 2015. This 10% growth has led to Canada being named as the top place to visit in the world by Lonely Planet, the New York Times, and Conde Nast Traveller.