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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