Destination Canada previously relied on running ads in Germany during peak booking times each winter—a combination of print, outdoor, search, and digital display ads—to drive people to booking sites. "Our stories hadn't been that emotive; they were more one-way advertising. We were trying to zoom from a high-level message to an end-of-the-funnel call to action," said Loree. That all changed in 2015. Destination Canada decided to launch a new kind of campaign centered on the experiences of four well-known German YouTube creators. They invited the creators to visit Canada, experience its immense beauty and culture, and share videos of their adventures. Get the full story at Think with Google