• Language
    • GERMAN
    • FRENCH

Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Cossette Shows the Yukon Is 'A Different World in Canada' with Tourism Campaign

New creative platform leverages the territory’s reputation as a one-of-a-kind travel destination right in Canadians' backyard

Cossette Shows the Yukon Is 'A Different World in Canada' with Tourism Campaign

Pre-pandemic research by the Tourism Yukon and Cossette team revealed an important motivator for Canadian visitors choosing the territory for their next travel destination: travellers enjoy that they can visit the Yukon and experience a completely different world that’s off-the-beaten-path, without ever having to leave the country. As the world slowly opens back up again, Tourism Yukon is hoping to capitalise on the pent-up demand for unique travel experiences by highlighting the Yukon as a safe, easily accessible destination that’s close to home.

“We know that Canadians do want to see and experience more of Canada, but they’re often drawn to visiting foreign destinations first, and the pandemic has intensified that,” says Hon. Ranj Pillai, Yukon’s Minister of Tourism and Culture. “We wanted to tap into the appeal of a trip that offers distinct and exciting cultural experiences that might feel foreign to some, but are close to home and entirely Canadian.” 

The team’s research also revealed that while Canadians want to experience more of their country, they’re more drawn towards international travel. Simply put: Canadians see travelling within Canada as something they will do someday, but not someday soon. And with international travel restrictions easing, it was especially important to amplify the Yukon’s position as a destination that offers Canadians out of this world experiences without having to leave the country.

“The primary target audience for the Yukon are learners – people who are defined by travel and enriched by exploring new and off-the-beaten path places,” says Robyn Smith, VP and GM at Cossette in Vancouver. “We know that the pandemic has intensified Canadians’ desire for travel and adventure, so we’re tapping into that by showing potential visitors that they can experience something completely different from their everyday life without needing to dust off their passport.”

The distinctive collage-style creative, created by digital collage artist Julien Pacaud, stands out in the destination marketing category, reinforcing the Yukon’s unique cultural identity while highlighting the many micro experiences that make the territory a different world within Canada.

“Most tourism campaigns centre around montages of landscapes and scenery, leaving it up to potential travellers to do their own research about what to do and see in a particular destination,” says Scott Schneider, creative director at Cossette. “We wanted to create something that was as unique as the Yukon itself and that could easily be adapted to showcase different trip experiences to appeal to different types of travellers. The illustrative collage style is visually arresting and gives us the opportunity to speak to the places and spaces of the Yukon.”

Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Client: Tourism Yukon

Global Marketing Manager: Robin Anderson

NA Consumer Marketing Manager: Jason Marcotte

Digital Marketing Strategist: Annie-Claude Dupuis

Digital Marketing Specialist: Silken Cinq-Mars

Digital Marketing Specialist: Emilie Joslin

Global Content Marketing Specialist: Moriah MacMillan

Agency: Cossette

Global Chief Creative Officer: Peter Ignazi

Creative Director: Scott Schneider

Associate Creative Director: Kelsey Hughes

Associate Creative Director: Brain Quittenton

Producer: Sue Bell

VP & GM, Vancouver: Robyn Smith

Business Director: Heather Forbes

Business Supervisor: Joy Lucas

Artist: Julien Pacaud

Animation: Gimmick Studio

Media: Jungle Media

Music & Audio: Wave Productions

Production House: TSU North

Director: Shaunoh McCrea

Producer: Maggie Mac

Director of Photography: Rob Antill

Finishing: PostPro Media

Category: Services , Travel

Genre: Illustration , Scenic , Storytelling , Visual VFX