DON’T WAIT FOR SOMEDAY
Sponsored Instagram posts featured highlights of the Yukon, such as northern lights, dogsledding and unique wildlife. The viewer was directed to see more on the profile page, which used Instagram's photo grid to remind people to stop daydreaming about a Yukon vacation.
AGENCY
Cossette
CLIENT
Tourism Yukon
YEAR
2018
Over 70% of Canadians have the Yukon as a bucket list destination. However, Canadians continually say they plan on visiting someday—just not now. So we created a contextual campaign to snap them out of their daydreaming and onto a plane towards the Yukon. A year after the campaign launched, visitation increased by 20% over the same period last year with a smaller media spend, and up 26% over the previous 5-year average.
TEAM
Cam Spires, Jake Hope, Michael Milardo, Grace Cho, Jason Van Bruggen, Naomi Mark, Vapor RMW, Suneeva, Shot in the Dark Productions, Peter Mather, Jason Van Bruggen, Andrew Klotz, Lindy Scott, Robyn Smith, Manuela Stoyanov, Jared Gill, Adam Collins, Sue Bell, Ann Rubenstein