Destination Canada business up for review

Incumbent agency DDB has declined to participate in the RFP to retain creative duties for the national tourism board.
Copied from Media in Canada - CTC image

DDB Canada will not participate in a recently-issued RFP for Destination Canada, ending a 13-year relationship with the Crown corporation that handles national tourism marketing, the agency said in a statement.

As a Crown corporation, the advertising business for Destination Canada (formerly known as the Canadian Tourism Commission) undergoes a mandatory review every four to five years. DDB Canada, which began working with the corporation in 2004, retained the business and signed a new five-year contract following the last RFP in 2012. That contract will expire in just under a year.

“While we have delivered unprecedented results for our long-standing client, as Destination Canada pursues a new direction, we believe it is time for a new agency to pick up and carry the torch that we have lit,” the agency said in the statement, adding that its work has earned 153 awards and resulted in a 51% overall increase in return on investment for the corporation.

“We look forward to continuing our relationship with Destination Canada until our contract concludes in April 2017 and we wish our clients every success as they move into a new era with their marketing efforts.”

Destination Canada did not respond to requests for comment by press time.

DDB’s most recent Destination Canada campaign launched in April and picked up steam last month, using Instagram images sourced from Canadians to highlight the different people who make up the country.