TORONTO — Tourism Toronto and Expedia Group Media Solutions — the advertising arm of Expedia Group — have announced phase two of the #TorontoStopover campaign.
The integrated marketing campaign features a bespoke content hub, which illustrates why Toronto is the perfect stopover destination. The new hub features an integrated content experience designed to inspire travellers from the U.S. and U.K. to plan their next holiday with a stopover in Toronto with no additional flight costs, exclusively with Air Canada — the transit partner for #TorontoStopover.
“During the first phase of our campaign with Tourism Toronto and Air Canada, stopover bookings increased by 130 per cent and hotel demand grew by 15 per cent for Toronto,” says Angelique Miller, director of Brand and Marketing Partnerships at Expedia Group Media Solutions. “We used the data gathered during last year’s campaign, along with our proprietary first-party data, to inform the new strategy and developed a creative, content-led solution that will continue to drive stopover-travel demand for Toronto.”
The content hub utilizes Trip Discovery — an interactive landing-page solution developed by Expedia Group Media Solutions — to provide potential travellers with targeted recommendations based on their interests and travel habits. Additional campaign support includes content from Toronto-based influencers, social media and email marketing and an integrated booking experience on the content hub.
“This revamp of the program has effectively positioned Toronto as a thriving connection hub for international travel. By leveraging Expedia Group’s reach and brand equity with consumers, we’re inspiring visitors to make the most of their trip with a stop in one of the world’s most exciting cities,” says Andrew Weir, executive vice-president and Chief Marketing Officer for Tourism Toronto.
