Tourism Yukon tells Canadians that the time is now | Cossette

Tourism Yukon tells Canadians that the time is now



The first work to come out of the partnership between Cossette and Tourism Yukon, this digital and social campaign urges Canadians to stop postponing their plan to travel to the Yukon.

Although research showed that over 70% of Canadians have the Yukon on their travel bucket list, they continually say that they plan on visiting someday in the future. “With this campaign,  we want to create a sense of urgency and encourage our audience to stop daydreaming about the Yukon and start planning a trip right now”, explains Robin Anderson, Global Marketing Manager at Tourism Yukon.

The campaign showcases various activities, stunning landscapes and all that the Yukon has to offer, both in the Winter and Summer. "We wanted to target our audience precisely where and when they daydream about their next getaway—while scrolling through friends' vacation albums on Facebook, or living vicariously through breathtaking photos on Instagram," says Pierre Chan, Associate Creative Director at Cossette. Shot on location, the preroll and social media videos draw a parallel between our day-to-day routines and the travel and adventures we long for. Ads redirect to the new website also created by Cossette.

Designed to help visitors easily plan their trip, it includes features to map out detailed itineraries, check up-to-date Tripadvisor ratings of local businesses, and the ability to “like” and save interesting locations and activities to incorporate into their trip. This new site was developed after extensive research and stakeholder interviews to ensure a best-in-class user experience that answer consumers’ travel planning needs.


Advertiser: Tourism Yukon
Agency: Cossette
Media agency: Jungle Media
Production house: Suneeva
Post Production: Post Pro Media
Audio Production: Vapor RMW 

About Cossette

Cossette is a fully integrated marketing communications agency that offers a complete range of cutting-edge communications services. It’s a community of talents, a unique gathering of expertise and creativity that builds strong brands for its clients and maintains a dialogue with consumers.

Cossette was named Agency of the Year by Strategy magazine in 2016 and 2017. The agency currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, please visit


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Tanya Black