Kick Off Your Journey - Phase 1
- 19.5Mtotal impressions delivered
- 92%video completion rate vs 50% KPI
- 6.64%interaction rate vs 0.62% KPI
- 4M+unique UK users reached
Kick Off Your Journey - Phase 1
Destination Canada
FIFA World Cup campaign smashed every KPI, driving Canada consideration among UK travellers
The challenge
Destination Canada wanted to deepen emotional affinity with British travellers, using FIFA World Cup 2026 excitement to strengthen consideration for Canada as a long-haul destination and convert awareness into future visitation.
The idea
Connect the shared passion of football with Canada's diverse experiences, positioning the country as both a World Cup host nation and an aspirational long-haul destination for outdoor explorers, globetrotters and football fans alike.
What we did
We ran CTV, OOH fan zone screenings and digital OOH, YouTube, VOD, interactive video display and paid social across Meta, using 10 and 40 second FIFA World Cup video assets. Targeting focused on Football Fans, Outdoor Explorers and Refined Globetrotters with long-haul travel intent, from 5 to 28 June.
Markets: UK
Channels: CTV, OOH, Online Video, Social, Display
Year: 2026
RESULTS
The campaign delivered 19.5 million impressions and over 4 million unique UK reach, smashing video, interaction and click targets across every channel, with fan zone activations and rail OOH extending reach beyond plan.