Canadá / Canada

Campanha criada para seduzir jovens norte americanos a experienciarem uma viagem ao Canadá e permitir sentir essa experiência pelos olhos dos seus semelhantes. Para a criação do conteúdo um casal jovem foi enviado para as três cidades canadianas mais importantes:Toronto, Ottawa e Montreal, para documentarem a sua viagem como se de uns turistas se tratassem.As imagens e vídeos foram colocadas em 1000 USB's conjuntamente com músicas em MP3 de bandas indie Canadianas e um itinerário detalhado da sua viagem. As pens USB foram então estrategicamente "esquecidas" em certas zonas de Chicago.Para manter a autenticidade, não havia qualquer referência ao organismo de Turismo Canadiano nas pens USB, em vez disso links apareceriam quando tocados os MP3 direccionando as pessoas para os links de Turismo Canadiano.

This campaign was created to allow young Americans to experience what a trip to Canada would be like through the eyes of their peers. To create the content a young couple was sent to three major Canadian cities: Toronto, Ottawa and Montreal. We then told them to pose as tourists and have as much fun as they could while capturing it all on their digital camera and camcorder.

The images and video footage were loaded on to 1000 USB keys, along with MP3s of Canadian indie bands and an authentic travel itinerary outlining the details of their trip. The keys were then scattered throughout selected neighbourhoods in the key market of Chicago. This was done in such a way as to make it appear as though their owners had lost them.In order to maintain authenticity, no Canadian Tourism branding was included either on or in the keys. Instead, imbedded links would appear when playing MP3s and, when clicked, would take a viewer to a Canadian Tourism Commission landing page (www.unknowncanada.com), which gave other target-specific options for things going on in Canada .