Case Studies » Canadian travel docuseries drives increased bookings for Choice Hotels Canada

Canadian travel docuseries drives increased bookings for Choice Hotels Canada

Content sponsorship case study: Choice Hotels Canada

The goal

As patriotism surged in early 2025, Choice Hotels Canada recognized a unique opportunity to connect Canadians with local travel destinations, increase brand awareness and boost booking conversion rates. Understanding that 80% of Canadian travellers prioritize weather and climate information when planning trips,¹ Choice Hotels Canada partnered with Canada’s #1 weather broadcaster The Weather Network and MétéoMédia to exclusively sponsor the Experiencing Canada docuseries.

The strategy

Using a bold strategic shift to prioritize brand awareness and inspire Canadian travel, Choice Hotels Canada differentiated themselves from competitors at a pivotal time to embrace a surge in patriotism during the peak summer booking season.

The solution

The Experiencing Canada sponsorship campaign successfully:

Integrated the Choice Hotels Canada brand into high-quality Canadian travel content
Used high-impact broadcast, digital and social media advertising to maximize results
Highlighted unique travel experiences in Newfoundland & Labrador, central British Columbia, Nova Scotia, and regional Quebec to inspire Canadian travellers
Delivered strong brand engagement and powerful insights through a national contest

The results

The campaign was a huge success:

Increased engagement with Choice Hotels Canada including increases in desktop and mobile traffic, mobile app conversion rate and Choice Privileges enrollment on the app during the campaign period (year on year)
22 million total broadcast impressions
10 million digital impressions
5.7 million total social media impressions
5 million total contest impressions cross platform with 50,000 contest entries
0.28% average overall CTR across digital activations, exceeding travel CTR benchmark

The campaign details

Markets: Canada (English and French)

Platforms: Broadcast, Digital, Social, CTV, FAST

Brands: The Weather Network and MétéoMédia

1. 2025 Virtuoso Luxe Report via Travelpulse. https://www.travelpulse.ca/news/impacting-travel/virtuoso-canadians-adjusting-travel-plans-as-the-climate-changes

“The Experiencing Canada campaign aligned perfectly with our national brand and loyalty messaging, highlighting many reasons to explore the great country of Canada. The campaign elevated “travel Canadian” messaging at a critical time in the summer travel planning period, showcasing unique destinations and activities – delivering well beyond performance projections and expectations. This innovative approach to content development and distribution combined with audience targeting has been and will continue to be a powerful combination in our media strategy. We can’t wait for Experiencing Canada Season 2!”

Jason Redding, Director of Marketing, Choice Hotels Canada.