Destination Canada Surprised Conference Delegates in Unconventional Ways

An unconventional afternoon break out to Canada, celebration of Indigenous culture and sharing of sustainable business events’ best practices were the bold ways Destination Canada engaged with the American Society of Association Executives (ASAE)’s over 5,000 association leaders and expert meeting planners in Cleveland, Ohio last week.

As a way to distinguish Canada among a very competitive marketplace, these unique brand activities at the ASAE Annual Meeting kick off Destination Canada’s multi-year marketing campaign, Leave Inspired. Not Tired. Ongoing marketing efforts planned for future key activities throughout the rest of the year and into 2025, around international business event trade shows and marketplaces.

Driven by a goal to increase consideration of Canada as a top destination for business events, Destination Canada’s business events team is responding to research that proves delegates crave new ideas, new perspectives and inspirational conversations. Yet, many report they often leave business events feeling drained rather than invigorated.

“We were excited to show off how business events in Canada are far from business as usual, they are unconventional and inspirational, as well as striving to be more sustainable,” says Virginie De Visscher (cover photo), Executive Director, Business events at Destination Canada. “Across Canada our goal as business events hosts is to ensure delegates explore our innovative nature, always providing opportunities to enjoy our beauty and our brains along with inspiring innovations and innovators in our priority sectors.” 
 

As ASAE’s sustainability partner, Destination Canada curated educational touchpoints within the Sustainability Story Pavilion and launched Destination Canada’s Sustainability Storybook. Large displays of the sustainability initiatives shared in the book highlighted best practices in sustainable events hosting, from communities across Canada. These initiatives were inspired by Destination Canada’s award-winning Canadian Business Events Sustainability Plan and offer turnkey solutions to inspire and challenge business events decision makers, planners, sustainability professionals and host destinations everywhere.  

Canada Night at ASAE celebrated Indigenous culture with a live performance by social media sensation Notorious Cree from Treaty 8 Territory, Alberta who is a traditional hoop and pow wow dancer. As well, delegates were treated to a fashion show featuring premier Metis fashion designer, Anne Mulaire, from Winnipeg Manitoba.  

Finally, Destination Canada offered an unconventional mini escape to Canada, during the annual meeting. ASAE delegates were encouraged to bring their passports and enter a chance to breakaway to Canada for an afternoon. This was the first of what Destination Canada is calling their ‘breakout-breakout sessions’, with select delegates experiencing an exclusive afternoon visit to Pelee Island (photo below) located on Lake Erie and the southernmost populated point in Canada. The trip was scheduled during the free afternoon of the annual meeting, and included a short flight, wine tasting, and tapas with a tour through the Vin Villa ruins hosted by Winemaster Tim Charisse of North America’s most historically significant winery, and Chef Alejandro Nava of Stonehouse 1891. The afternoon ended with a talk by Canadian sustainability expert and author, Leor Rotchild, before delegates were brought back to Cleveland in time for the closing event.   
 

“Having a significant presence at the ASAE annual meeting, and gaining exposure to thousands of association professionals and industry partners will only help grow Canada’s business events industry. Business events in Canada help unleash up to 40 per cent of all tourism spending with $47 billion in direct impact,” says Minto Schneider, chair of Meetings Mean Business Canada.

“This is a crucial economic boost following the pandemic pause on big events from which we are still recovering. The business events industry also delivers over 200,000 direct jobs, and badly needed income for nearby attractions, restaurants and small businesses within host destinations.”

Destination Canada’s ASAE creative communications campaign included a landing page, digital wallscapes, ads on kiosks and high-profile locations around the meeting site. Delegates using UBER were surprised by ads with a strong call to action to break out to Canada. Inside the annual meeting and expo, Destination Canada’s booth proudly promoted the breakout breakout session, while select hotel in room displays linked to the breakout breakout landing page.  

The next activation of Destination Canada’s “Leave Inspired, Not Tired” campaign will be at IMEX AMERICA, October 7-10, 2024, in Las Vegas, NV.