We Gave Overworked Americans a Snow Day in Canada

Praytell and Destination Canada helped stressed-out Americans disconnect from work and reconnect with their inner child, inspiring them to rediscover winter’s magic.

Overview

Destination Canada sought to tackle the biggest barrier to winter travel: the cold. We flipped the script by tapping into American nostalgia for the snow days of our youth by gifting that same carefree experience to adults who, in today's always-on WFH culture, rarely get to enjoy a day of carefree winter magic.

Our Approach

Partnering with Air Canada, we turned snow days into SnOOOw Days, an irresistible invitation for 100 overworked Americans to ditch their desks and fly free to Canada’s winter wonderland. Launched strategically around Cyber Monday and Travel Tuesday, the campaign featured a playful Out-of-Office email generator, sparking wanderlust while reminding people of winter’s simple joys.

Results

The buzz was undeniable: more than 50 media placements and a staggering 1.6+ billion earned impressions across traditional outlets, social media, and newsletters. Over 126,000 American snow-seekers flocked to our landing page to dream about—and plan—their Canadian adventure, discovering just how magical winter north of the border can be.