Cooperative Marketing & Advertising Opportunities

Brand USA participated in the spring multichannel initiative. The campaign included a one-page ad circulated through several major publications in Canada (digital and print), social amplification via Brand USA’s social channels, co-branding through Expedia’s Discover America landing page and guaranteed clicks through Google display network. Total impressions: 2,453,099. Bookings on Expedia in Canada were 42% higher YOY following the campaign.

680 News
Launched a one-week contest in September on a major Toronto radio station targeting Greater Toronto residents who commute to work every day. Built a compelling giveaway highlighting the amazing accommodations, culture and culinary scene available in the Piedmont region and positioned Raleigh and Winston-Salem as perfect weekend escapes. In addition to radio exposure, the 680 News insider club was a great opportunity to engage more than 250,000 680 news listeners through the online loyalty program. Total entries: 1,273. Winston-Salem and Raleigh each received nearly 200 new web subscribers.

Travel Alerts
Visit North Carolina’s Canada office launched a one-month fall campaign with, a leading digital travel resource for Canadian consumers. The campaign included multiple e-blasts, display advertising, social media posts and a national contest (promoted in English and French). The contest led to 4 million impressions across the network and 12,834 unique entries in the contest.

Product Familiarization Trips
Two product FAM participants, Sportvac Voyages (PGA TOUR) and Tour East (Travel South)

Sales Missions and Trade Shows

The Canadian Sales Mission was held in Toronto and Montreal in April 2017. The mission included six high value meetings, four trainings and two networking events. For the first time we participated in the Travel Brands roadshow – reaching more than 400 travel brands agents across the greater Toronto area.

Montreal International Travel & Tourism Show
Participated in the International Travel & Tourism Show in Montreal, October 18-22, which included an industry luncheon (40 trade and media) followed by the three-day consumer show. The team showcased NC with a consumer engagement quiz and partnered with Ford’s Foods on Bone Suckin’ Sauce prizes.

Toronto Outdoor Adventure Show
Visit NC exhibited at the Outdoor Adventure Show in February, reaching some 25,000 outdoor enthusiasts. The team created a social media contest around “my dream adventure,” which generated more than 200 posts.

Toronto National Women’s Show
Participated in 2017 show and was a great opportunity to engage a targeted audience of female consumers. Attendees were invited to engage with an interactive green screen booth experience complete with iconic North Carolina backgrounds and social media content. The team obtained 75 North Carolina opt ins and several trip leads.

Canadian Public Relations Results