I truly cherished every project I did for the Canadian Tourism Commission. It was such an honour to speak for and about Canada as a place brimming with beauty and possibility.
Canada Keep Exploring
As the main online destination for Canadian tourism info, the task was to brand Canada as an inherently interesting place to explore. Every city, every region.
I did massive amounts of research and worked my fingers to the bone, furiously writing up descriptions that placed the reader “on stage” living the experience, instead of “in the audience” passively reading about some place out there.
What kind of explorer are you?
This microsite helped match visitors with the right Canadian destination based on their travel motivations and behaviours.
Inspired by the iconic Hinterland Who’s Who nature series, we developed a concept that treated eight psychographic traveller types as creatures with desires, habits and preferred stomping grounds.
Unknown Canada
As part of a campaign targeting residents of Chicago, this site promoted visits to Canada by highlighting some of the quirkier cultural activities on offer in five major urban centres.
Having lived in three of these cities myself, I drew on my firsthand knowledge of these places to choose the right experiences and describe them in a way that makes visiting an irresistible idea.
