OUR WORK
Sell Your Way to the USA: Growing Canadian Engagement Through Partnership
Sell Your Way to the USA: A Partnership to Canadian Growth
BRIEF
Client: Multiple partners
Campaign: Sell Your Way to the USA with Air Canada
Target Audience: Canadian Travel Trade
Air Canada partnered with Travel Nevada, Lake Tahoe Travel, Utah Office of Tourism, Visit Salt Lake, Visit Seattle, Travel Oregon and Brand USA to create a collaborative trade incentive designed to increase USA bookings and destination knowledge among Canadian travel advisors. The campaign rewarded agents for selling USA travel, completing educational training and engaging with partner destinations, while providing a clear pathway to earn a hosted USA FAM experience.
IDEA
Canuckiwi developed and managed a multi-partner trade incentive designed to educate, engage and reward Canadian travel advisors.
Agents earned points through Air Canada bookings and Brand USA training completions, with top-performing advisors securing places on one of four hosted destination-focused itineraries. Supported by ongoing communications, destination content and partner promotion, the campaign encouraged advisors to deepen their destination knowledge while actively selling USA travel.
To further extend the reach of the program, Canuckiwi partnered with key travel trade media outlets, hosting media representatives on selected itineraries to generate additional destination exposure, campaign awareness and earned editorial coverage beyond the participating advisors.
IDEA
IDEA
RESULTS
Participation & Education
225 registered travel advisors
74.4% increase in registrations year-on-year
332 Brand USA badge completions
12 advisors earned places on hosted USA FAM experiences
Four destination-focused itineraries showcasing partner destinations
Sales Performance
$410,816.92 in Air Canada bookings submitted
32.2% growth in flight revenue year-on-year
Strong advisor engagement across participating destinations and training programs
Campaign Impact
Successfully united Air Canada, Brand USA and six destination partners under a single campaign incentive
Increased awareness and product knowledge of participating USA destinations
Created a highly engaged network of Canadian travel advisors
Generated additional exposure through trade media participation and earned editorial coverage
Extended the value of the hosted itineraries beyond participating advisors through industry storytelling and content creation
Demonstrated the effectiveness of combining education, incentives and experiential rewards to drive measurable sales growth
