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Soaring U.S. travel over Ontario skies

Delivering an increased return on investment 19% YOY for U.S. / Toronto tourism

Toronto Escapes is a partnership between Air Canada, Toronto Pearson Airport, Ontario Tourism and Tourism Toronto. It was created and established by WMX to encourage travel to the area in response to declining tourism from the US

The challenge

There was a steady decline in US tourism to Toronto, mainly attributed to low awareness of the destination offering and ease of getting there. The four strategic partners joined forces to re-spark the conversation of “Why Toronto?”

A better user experience

To bring Toronto back into the conversation of major destinations, we worked with the four strategic partners to create a content-rich experience that made it easy to fall in love with the city. The campaign focused on creating unique digital experiences. Our strategy had both an awareness and tactical component, taking advantage of our expertise and data-driven capabilities to capture potential Toronto travelers.

A key component in driving traffic to the site was the dynamic feed we implemented, which provided Air Canada flight deals from the US point of sale in real-time. The cities and prices were automatically populated, not only on the site but also across our digital display banners with unique pricing based on the viewer’s geolocation.


With a wide-reaching campaign, including SEM, SEO, digital banners, we brought four entities together, providing them with valuable insights into consumer engagement and travel interests for Toronto – ideas they never had access to before. We were able to proudly deliver and drive:

improvement in


marketing cost savings