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The 2024 Adrian Awards are now open! Take some inspiration from last year’s Integrated Campaign Best of Show winner – Destination Canada Specialist Sales Companion from Destination Canada and their agency: TravPRO. Submit your entry for the 2024 Adrian Awards by September 9, 2024.
In our Special Report, we profile all the Platinum and President’s Award winners — including video and interview footage.
Award Campaign Video: https://www.youtube.com/watch?v=U8Ip0es2Kio&t=6s
Background:
Destination Canada Specialist Sales Companion, an integrated campaign in the business-to-business division. The campaign falls under the category of Integrated Campaign and the classification of CVB/Destinations/Offices of Tourism. The entry organization country is Canada. The goal of the campaign was to rebuild Visit Canada’s global B2B engagement platform as a mobile-first platform, surpassing the Aussie Specialist program with advanced technology and a deep learning library. The campaign aimed to increase new advisor registrants, improve engagement and retention, and increase sales.
Campaign:
The campaign aimed to increase the sales of Visit Canada by training and engaging travel advisors around the world on the diverse and unique experiences that Canada offers. The campaign used TravPRO Mobile, a mobile-first platform that provided a comprehensive learning library with over 40 chapters on various provinces, cities, and experiences in Canada. The platform also included sales and marketing tools, such as videos, brochures, and itineraries, to help advisors promote Canada to their clients.
Results:
The campaign exceeded its goals by attracting over 27,000 global travel advisor registrants, achieving a 61% graduation rate, maintaining an average monthly engagement rate of over 53%, and generating over $3.8 million in reported bookings from just three markets. The campaign also achieved a 34:1 return on investment and surpassed the Aussie Specialist program as the largest B2B training library in the industry.
Insights from the winners: https://www.youtube.com/watch?v=T2tVSHjqAgw