OUR WORK

Visit Seattle: Trade Expansion with New Specialist Program

Seattle Specialist Program Launch Campaign: Expansion

BRIEF

Client: Visit Seattle

Campaign: Seattle Specialist Program Launch Campaign

Target Audience: Canadian travel trade (retail agents & advisors)

Drive registrations and completion of the Visit Seattle Specialist Program by activating the Canadian travel trade through a targeted incentive-led campaign. The objective was to build destination knowledge, increase engagement with the training platform, and convert agents into confident Seattle sellers through a mix of education, motivation and reward.

IDEA

Launch a multi-channel trade campaign combining education, incentives and partner

amplification to drive rapid program uptake.

Incentive-led campaign offering a FAM trip opportunity to drive urgency and participation
Multi-partner co-op across key Canadian trade media and platforms
Integrated campaign including eDMs, editorial, social, webinars and digital placements
Webinar program to increase engagement and bring the destination to life
Strong use of the Canuckiwi database to amplify reach and drive conversions
Always-on messaging reinforcing “become a Seattle expert” positioning

IDEA

RESULTS

450+ new specialist program registrations within one month
Strong engagement across eDM, social and webinar touchpoints
High-quality trade participation driven by an incentive-led strategy
Successful collaboration across multiple trade partners and platforms
Increased awareness and uptake of the Visit Seattle training program
Created a pipeline of educated agents ready to sell Seattle