22 FEB 2017:  Destination Canada has two new agency partners who will inspire travellers to come and explore Canada. “We are observing dramatic changes in the digital landscape and in the way consumers behave in the travel purchase journey. The global tourism market is fiercely competitive and we need to be smarter than ever about how we engage with travellers while continuing to drive Canada’s global share,” said Jon Mamela, Destination Canada’s chief marketing officer.

“Our new agencies will help us continue to build on our content-centric marketing strategy that is resulting in Canada welcoming its highest number of international travellers in over a decade.”

The two strategic marketing agencies selected are Ogilvy & Mather Canada and Cossette.

“We are excited to collaborate with Destination Canada and continue to build on their success in this golden age for Canada,” said Laurie Young, Ogilvy & Mather Canada’s chief executive officer. “This is an amazing country with significant momentum in the tourism industry and we’re honoured to be part of the team to market it.”

“Destination Canada is a dream mandate for us – thoroughly modern, looking to break new ground, and one of the most powerful brands in the world. We share a very consistent vision for how brands should go to market now and in the future and we’re thrilled to be working alongside the team to bring Canada to the world,” said Mélanie Dunn, CEO of Cossette.

Destination Canada’s strategic marketing agencies will be responsible for the Canada brand; content marketing and strategic planning; creative and content production; programme management in specific markets and social media programs, as well as analytics/performance and consumer & market intelligence.