News

News

The Open Road Campaign

On Monday, June 14, Destination Cape Breton launched “The Open Road” Campaign in the Maritimes, Ontario, Quebec, and Alberta, one month out from the Phase 4 opening date which allows travel from the rest of Canada. The campaign is designed based on recent research on current travel trends, which shows a stronger interest in road trips and couples being the most likely travel parties. The creative appeals to the potential visitor’s pent-up demand for travel with a message of freedom and a spirit of reawakening.

In the Maritimes, the campaign includes both digital and TV advertising, while the other markets have a robust digital campaign (YouTube, Google, Facebook, and Instagram). The TV/video ads include spectacular new footage and new music that has been composed and produced by our Grammy-winning songwriter, Gordie Sampson.

After just two weeks, website sessions are already up 141% over the same period last year and 42% over 2019 levels. Clicks to operator websites are up 136%, which demonstrates strong intent to travel.

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