Destination Canada's Unique Status-Match Promotion With Air Canada Shows Promise
Skift Take
Destination Canada did something unusual in September for a destination marketing organization. It used its funds to help pay for a program letting U.S. travelers that have elite status with U.S. carriers such as American Airlines and Delta Air Lines receive matching status on Air Canada during a promotional period.
The program intended to encourage frequent flyers to make more trips to Canada by tempting them with elite perks on Air Canada. The promotion, claimed as a first by a destination marketing organization, began in late September and stopped accepting new applicants at the end of December.
"Frankly, I'm thrilled," said Gloria Loree, Destination Canada’s chief marketing officer. "Thanks to the conversions, these guests will have benefits for a year — which means a chance for us to have continued engagement with them through personalized marketing."
The organizers said it was too early to know full results. But there had been "a great uptake" out of the nearly 20,000 travelers who had the opportunity to sign up. To ret
