We set up ‘Upgrade Desks’ in airports in Frankfurt and Lyon, then offered travellers the chance to ‘upgrade’ their destination to a bigger, better country: Canada.

We then sent 14 travellers on a 2 week all expenses paid holiday in British Columbia, Alberta, Quebec and Ontario, in partnership with Expedia. We filmed their experiences to create content for the CTC social channels, and gave them each a blog on our campaign site.

We also gave anyone in France and Germany the chance to upgrade their holidays online via the CTC website, which we drove awareness for through a banner campaign.

Airport upgraders forfeited holidays in destinations such as South Korea, Turkey, and even America

- Youtube video views exceeded 921,571

- 1, 973 online upgrade entries, from over 100 countries worldwide

- Estimated campaign reach in excess of 1 million travellers

- Germany saw flight tickets sold increased 12.5% YoY, increasing Canada’s share within the competitive set by 21.5% and hotel room nights by 10%.

- France saw an 11% increase in travellers YoY, driven primarily by room night bookings, up 32% YoY (despite 17% YoY increase in average daily room rate in Canada via the French site)