Abstract
This case is designed to assess the visual storytelling social media strategy created by Destination Canada (DC), the country’s national destination marketing organization, regarding their objective, to drive demand among international travelers, to uncover insights into how it has performed since the devastating impact of COVID-19, and how the future might unfold. DC curates and shares a variety of unique photos and videos to their Instagram page on a near-daily basis, inspiring users to connect emotionally with the brand, develop a desire to visit, and ultimately choose to travel to Canada. Despite success to date with their strategy, DC has faced unprecedented challenges in the face of the COVID-19 pandemic, which have made their path forward unclear. In this case, students will draw upon visual storytelling and social media engagement concepts in tourism and marketing to examine key data related to DC’s campaign and Instagram engagement across their posts, and ultimately piece together the key information required to evaluate the effectiveness of DC’s campaign, along with where changes may be needed for DC to remain engaged with users post-pandemic.
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