Oh, Canada!
When two great brands come together, magic happens.
Destination Canada (The Canadian Tourism Commission) was looking for new ways to convey the openness of Canada, inspired by its landscape and infused in its culture. They approached TED to do what had never been done before — create a series of TED Talks inspired by a country. Working with Destination Canada and TED, we planned and delivered on the scope of the project, from inspiring Canadians to apply, to defining the audience to be invited, crafting the flow of the day, and communicating the progress of this one-of-a-kind event at every phase, to a curious collection of stakeholders.
The event was a resounding success. Post-event communications helped secure earned media coverage in both business and travel publications, while connecting with all relevant applicants has provided Destination Canada with a wealth of new travel ambassadors for the country. And the talks are achieving organic reach that far surpasses expectations.
It’s good to be open to new ideas.