Destination Canada

Meet The Innovators

Concept – Content Strategy – Creative Direction – Video & Event Production

Destination Canada sought a creative partner to help define its message, produce smart storytelling, and distribute its content to an audience beyond the traditional meetings industry. 

I led the strategy and execution across a multi-year strategic partnership with Skift, developing a fully integrated campaign spanning thought leadership content, speaking engagements, and creative development to articulate Canada’s strategic vision, forge alignment around meetings, tourism, government and economic sectors, and position its regional innovation hubs as a unique selling point to drive international events.

Meet the Innovators Behind Canada’s Thriving Economy

Destination Canada

Meet in Canada Brochure

Building upon the storytelling of the past three years, we designed a marketing collateral piece for Destination Canada that captures the “Why Canada” for meetings story with refreshed, unique and compelling perspective and design. The piece showcased Canada’s broad, regional expertise and encourage C-suite decision makers and meeting planners to consider Canada as a top choice for business events.

Concept Direction – Content Strategy – Creative Direction – Editorial Design

Objectives:

  • Tell the “Why Canada” for meetings story with a refreshed, unique and compelling marketing collateral piece

  • Communicate the unmatched value of meetings and why location and local expertise matters

  • Create an inspiring sales piece that key clients and prospective partners can reference for all critical event planning information

  • Design modular, bi-lingual content in both print and digital formats that can be used at trade shows and is easily accessible on the Business Events website

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