Destination Canada’s new brand and tagline, “Canada, naturally.”, emphasizes authentic, unfiltered experiences that resonate with travellers. Gloria Loree, our SVP, Marketing Strategy & CMO, shares how we incorporated Google Street View imagery to bring the campaign to life and how real-time insights from the Canadian Tourism Data Collective allow us to plan, optimize, and measure campaigns with precision.

“Real-time data has transformed our approach to campaign planning and measurement,” Loree says. "It allows us to optimize while campaigns are live—adjusting creative, reallocating budget, and targeting high-value segments based on live performance signals.”

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