How to turn numbers into a great story.
Tourism in Canada is an industry driven by small businesses. Destination Canada wanted to bring big data insights to what are often family-run operations. To do so, they needed to turn numbers into a great story. We wrote the launch presentation of The Canadian Tourism Data Collective, an award-winning platform.
The result? Higher than anticipated media coverage and user engagement for this now self-sustaining platform.
Oh, Canada!
When great ideas come together, change happens.
Destination Canada developed an innovative tool for the tourism industry, comprising research, marketing and investment insights. It was a need identified in the pandemic, and a solution born from 18 months of investment in back-end technology. But how to tell the story?
When the crown corporation was launching this new platform, called The Canadian Tourism Data Collective, it knew it only had one chance to capture the attention of the industry. So they asked us to write the speech that introduced the new platform. Working with the team who created the solution, we immersed ourselves in how it works to be able to tell the story of why it delivers such game-changing insights. We then turned these numbers into the story we wanted to tell.
By inspiring the audience with examples of the impact the solution can have on the work they do each day, rather than the data and the details built into it, we were able to capture the excitement of this innovative platform. Those who were first to hear the speech returned to their offices and signed up for an account. That momentum has led to a solution that is now financially self-sustaining, and is changing how the industry plans their products, marketing and investments.
Our ability to tell the story behind the numbers meant that we were invited to work on two more keynote presentations and the most recent Tourism Outlook Forecast Reports. By immersing ourselves in the depths of the statistics, we are able to craft a story for the industry that doesn’t feel like data.
When the story adds up, there’s no telling how far it will travel.