The European Travel Commission (ETC) launched a major campaign with Air Canada and Air Canada Vacations to inspire Canadians to rediscover Europe in 2021. The campaign followed the recent decision by the European Union to add Canada to its green list and recommendation to all EU states to lift restrictions on Canadian non-essential travellers.
The Campaign kicked off on July 14th and ran until the end of August 2021 with the objective of increasing awareness of Europe being open to travel, ensuring that Europe is top of mind for leisure travel throughout the summer period and drive bookings for the summer and fall travel periods.
Canada ranks third among all out-of-region outbound travel markets for European destinations. 6.5 million travellers from Canada arrived in Europe in 2019 awed by Europe’s diversity of landscapes, history, culture, and culinary experiences.
The campaign landing page received 110,000 visits with more than 71,000 flight searches and over 2,000 attributed bookings.