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Tourism Toronto and Expedia Group Media Solutions refresh stopover campaign to inspire destination discovery

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New integrated content hub and dynamic advertising encourage American and British travelers to plan a Toronto stopover trip with Air Canada.

Expedia Group Media Solutions, the advertising arm of Expedia Group, and Tourism Toronto, the destination marketing organization for Toronto, announced phase two of the “#TorontoStopover,” an integrated marketing campaign with a bespoke content hub that illustrates why Toronto is the perfect stopover destination. Touted as Canada’s Downtown, Toronto is the gateway to a plethora of overseas locations featuring over 200 connections with Air Canada, the country’s largest airline and the exclusive transit partner for #TorontoStopover. The new hub features an integrated content experience designed to inspire travelers from the U.S. and U.K. to plan their next holiday with a stopover in Toronto with no additional flight costs, exclusively with Air Canada. #TorontoStopover is a refresh to a 2017 program, and leverages Expedia Group’s proprietary, first party data, global reach and creative capabilities to encourage destination exploration and drive stopover demand for Toronto.

“During the first phase of our campaign with Tourism Toronto and Air Canada, stopover bookings increased by 130 percent and hotel demand grew by 15 percent for Toronto,” said Angelique Miller, director of brand and marketing partnerships at Expedia Group Media Solutions brand. “We used the data gathered during last year’s campaign, along with our proprietary, first-party data, to inform the new strategy, and developed a creative, content-led solution that will continue to drive stopover travel demand for Toronto.”

The new content hub utilizes Trip Discovery, an interactive landing page solution developed by Expedia Group Media Solutions to provide potential travelers with targeted recommendations based on their interests and travel habits. #TorontoStopover content highlights the convenience of visiting Toronto and encourages guests to experience everything Toronto has to offer.  Through inspirational images and videos, insider travel tips, transportation information, nearby hotel options and neighborhood guides, the hub is a catch-all for guests on their way to discovering the multicultural metropolis that is Toronto.  The hub is supported by sophisticated, dynamic advertising that will target British travelers searching for flights to the U.S. and American travelers searching for flights to Asia, and entice them to book a stopover in Toronto.

Running through the end of the year, the refreshed digital campaign will continue to support Tourism Toronto’s objective of driving more visitors to the city by promoting it as a stopover destination for American and British travelers going to or from Asia or the U.S. at no additional charge, exclusively with Air Canada, the only four-star international network carrier in North America. The campaign also provides potential travelers with access to Air Canada’s Travel Smart benefits, including award-winning cabin service, and enhanced comforts in both Economy and Premium Economy Class.

“This revamp of the program has effectively positioned Toronto as a thriving connection hub for international travel. By leveraging Expedia Group’s reach and brand equity with consumers, we’re inspiring visitors to make the most of their trip with a stop in one of the world’s most exciting cities,” said Andrew Weir, executive vice-president and chief marketing officer for Tourism Toronto.

Additional campaign support includes content from Toronto-based influencers, social media and email marketing, and an integrated booking experience on the content hub. #TorontoStopover was developed by Expedia Group Media Solutions’ in-house creative agency, Creative Partnerships, which collaborates with partners to create unique and compelling experiences to reach engaged travel shoppers.

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