The pandemic had taken a toll on industries across the spectrum, but for obvious reasons tourism was one that took a direct hit. We worked with Destination Canada, the government sponsored Canadian tourism department, to drive American’s travel consideration as the border opened up again. As a non-traditional creative I was very proud to have come up with the creative platform that drove the entire program - Canada, the Nicest Place on Earth. Our ‘Canada Nice’ creative program was extremely successful and included OOH, OTT, Activations, Social and Partnerships, Influencers and anything we could get our hands on to drive consideration.