- Derek Whyte, VP Operations, FCV.
"Load tests and RAD deployment went smoothly. I've never been more proud."
To keep tourism dollars at home and encourage Canadians to take a holiday within Canada.
The website needed to utilize user-generated content and social media channels to help spread reach for the campaign.
Working with their offline agency, we built ‘Locals Know: Discover the Canada you don't know'. This campaign encourages Canadians to share photos, videos, location and information about their favourite local places by uploading personal content to an interactive map, meet others and discuss their favourite ‘local’ places.
Users can search locations based on others’ ratings, post popularity and by the map.
The Canadian Tourism Commission no longer has to generate content themselves; They have full moderation rights and are able to give more exposure to entries of their choice, helping them to meet specific goals.
We built a utility allowing CTC's destination marketing partners across Canada to log in and upload their travel packages offered to the visitors of the Locals Know site.
Visitors can put together a must-do list based on other users’ recommendations and their proximity on the map. With the content written by Canadian locals for other Canadians, there is increased legitimacy in sharing a conversation about local hotspots. Visitor's posts are shared with their personal social media networks to increase the campaign's profile.
Within the first 6 weeks of the campaign, there were 450,000 unique visitors to LocalsKnow.ca, 2.2 million page views and 4000 spots uploaded. Over 1500 travel packages have been uploaded to the site.
This campaign was recognized in Communication Arts, as well as in Forbes.com's 'Top 10 Travel Campaigns of All Time'.