Canadian Tourism Commission boosts engagement with user-generated native ad campaign
Canada's national tourism marketing organisation, the Canadian Tourism Commission (CTC), is running a native advertising campaign featuring user-generated video content.
CTC boosts engagement with user-generated native ad campaign
The Keep Exploring campaign has been created from over 65 hours of footage submitted by amateur Canadian filmmakers and aims to position the country as “the preferred destination for travellers who crave exploration and excitement”.
Utilising Vibrant Lightbox units, a responsively-designed, rich-media video ad format from Vibrant Media, the CTC ads give users a full-screen “cinematic takeover experience” when browsing travel editorial on their mobile or desktop.
The technology allows consumers to choose whether or not they launch the Keep Exploring ads, with the Vibrant Lightbox ad units placed natively within contextually relevant content of key travel titles in the UK.
Paul Hawes, marketing manager at the Canadian Tourism Commission said: “We’ve got must-see, user generated video of a curious elk leaning through a car window, hockey on a frozen lake, swimming with Beluga whales and tobogganing just a little out of control at one of Canada’s incredible ski resorts, that we’ve sourced for the campaign.
“The challenge we face is getting it discovered and converting bookings to Canada, now. Vibrant Media enable us to do this at scale, and their user controls mean that we are only engaging with those consumers who’ve actively chosen to explore our ad content, users with a similarly curious nature as those our ad is trying to reach.”