VANCOUVER—Ad agency DDB Vancouver launched a campaign with the Canadian Tourism Commission (CTC) to entice Canadians to rediscover their own country. The “Locals Know” campaign launched last week and will run for two months nationwide. It features print, digital and television ads, which highlight beautiful spots around the country that aren't  Niagara Falls or the Rockies.

“The idea is really straightforward. That is the notion that there are a lot of exciting places in Canada from big things right down to the small experiences that a lot of people don’t know about,” says DDB creative director Cosmo Campbell. “It was about unearthing some of those and giving people an opportunity to put forward their recommendations of local spots or little travel gems that they know of.”

 

DDB will produce eight to 10 postcard-style print ads as well as a few 15-second TV spots on little, unknown sites and destinations around Canada. Examples include whales in Newfoundland and zip-lining in B.C. Canadians can also upload photos of their own favourite travel spots and get trip deals on the campaign’s website.

Following “Locals Know,” DDB and the CTC are also planning to start a similar campaign in the United States and Mexico to convince tourists from both countries to explore Canada’s hidden vacation destinations.

For more information visit the official website at www.localsknow.ca