Destination Canada

Content Strategy




There are few things that tell the story of a destination better than its inhabitants. So to bring Canada’s hugely diverse and inspiring landscapes to life, we asked a handful of locals to show us the extra-ordinary side of their everyday.

‘Canada: An Extraordinary Life’ was our way of painting the most truthful depiction of an extraordinary country. We identified a selection of locals and challenged each to spend a week capturing their daily life and environment in a series of photos, uncovering the everyday sights for them that are truly spectacular sights for others. From a mountain rescue guide in the Rockies, to a professional chef in Toronto, these people could show us the true diversity of rich experience within the provinces.


Accompanied by insightful conversations written up our editorial team, these photographic stories were then compiled into a luxurious book and sent to clients by direct mail, distributed to carefully selected partners and displayed as an online edition.