Tourism Toronto, Expedia Group Encourage Stopovers

Tourism Toronto has enlisted Expedia Group Media Solutions for a campaign the highlights the eastern Ontario city as the perfect stopover destination for American and British travelers going to or from Asia or the U.S.

The campaign, which features the hashtag #TorontoStopover, aims to drive tourists to Toronto by inspiring travelers to plan their next holiday with a stopover with no additional flight costs, exclusively through Air Canada via more than 200 connections.

The effort, which runs through the end of the year, features a bespoke content hub showcasing local Toronto offerings through videos, insider travel tips, transportation information, nearby hotel options and neighborhood guides.

An interactive landing page solution developed by Expedia Group Media Solutions provides potential travelers with targeted recommendations based on their interests and travel habits.

The campaign features additional support from Toronto-based influencers, social media and email marketing and an integrated booking experience on the hub.

The effort was developed by Expedia Group Media Solutions’ in-house creative agency, Creative Partnerships. It is a refresh to a 2017 program, and leverages Expedia Group’s proprietary, first-party data.

During the first phase of the campaign, stopover bookings increased by 130% and hotel demand grew by 15% for Toronto, according to Expedia Group. 

“This revamp of the program has effectively positioned Toronto as a thriving connection hub for international travel,” says Andrew Weir, executive vice-president and chief marketing officer for Tourism Toronto, in a release.

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