Bell Was the Only Company Considered for Millennial Travel Program Partnership
Bell Was the Only Company Considered for Millennial Travel Program Partnership
Neither organization will say how much the deal is worth or whether it was appropriate to strike while Bell is appealing a CRTC decision to the same ministry.

In an effort to woo flinty millennials into travelling at home rather than look for adventures abroad, the Canadian tourism board, Destination Canada, has enlisted Bell’s youth-targeted MUCH. The product of the partnership is the site Far & Wide, “A MUCH travel guide to Canada.” Neither organization will say how much the deal is worth or whether it was appropriate to strike while Bell is appealing a CRTC decision to the same ministry.

Bell was the only company considered for the venture, according to a spokeswoman at the tourism board. Danielle Vlemmiks said the research Destination Canada did showed Bell was the “only national media company with the reach and integration to meet [the campaign’s] objectives.” She couldn’t say what previous campaigns Bell or MUCH had done that made it such a stellar candidate, but said, “Destination Canada has worked with national and international media providers on similar campaigns.”

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