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Destination Canada: Maple Leave
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From a looming recession and rising inflation to the post-holiday wind-down and winter blues - Americans' stress levels show no signs of receding. The good news is Canada's National Tourism Organisation is helping Americans take a 'Maple Leave.' You've heard of sick leave. But Rethink and Destination Canada have invented a new kind of leave: Maple Leave - to escape for a stress-free vacation to Canada. On January 17th, also known as ‘Blue Monday,’ Destination Canada launched a new :60 second Hero Spot and microsite aptly titled: www.MapleLeave.com to help Americans combat “the saddest day of the year.” The brand’s agency of record, Rethink, led the campaign with ideation, creative, strategy, and production, with amplification support from the organisation’s public relations agency, Praytell, and paid media agency, Initiative. Creative execution also included a series of spots airing across broadcast, digital and social, running for four weeks.
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