The Canadian Tourism Commission has signed a deal with AOL for a major online campaign to promote the country as a holiday destination.
The campaign is called Canada(re) and challenges travellers to "dare to go to Canada". It is designed to target customer segments of Western Urbanites who have made a long-haul journey within the last 12 months, and people aged between 25 and 34 with a desire to find some adventure at their holiday destination.
The strategy, which breaks this week in the UK, will run on the dedicated Travel channel until the end of October.
Alongside content from Canadian Tourism, it will offer monthly competitions to win a trip to Canada. Winners will be encouraged to post stories and photos of their trip for a second wave of the campaign.