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.