Driving longer stays through immersive trade engagement and cross-destination storytelling
Axis partnered with Ottawa Tourism and Tourisme Outaouais to boost regional sales by promoting a seamless blend of city, culture, and nature. A UK sales mission in Manchester and Greater London featured expanded itineraries and encouraged longer stays, culminating in a high-impact product manager and media showcase in London.
We crafted market-ready itineraries that highlighted the complementary offerings of both destinations. To maximise engagement and learning, the team selected a cost-effective venue and developed an interactive “Trivial Pursuit”-style experience in collaboration with a tech partner.
A custom-built app themed around the four seasons guided teams through 12 partner stations, where they gathered insights and answered questions. A live leaderboard added competition, while experiences like a digital caricaturist and maple syrup snow candy station enhanced networking and engagement. The event educated attendees and strengthened partner visibility and trade relationships.
Results
- Delivered a multi-city UK sales mission and immersive product showcase.
- Engaged trade and media audiences with interactive, educational experiences.
- Secured seven new product placements.
- Generated $112,000 CAD in PR coverage.
The initiative increased destination awareness, strengthened industry relationships, and supported development of longer-stay visitor programmes.
