Advertiser/Client: Canadian Tourism Commission Campaign: Play in Canada Idea: Aimed at European travelers in search of unique, multi-faceted experiences abroad, playincanada.com is designed to help demystify the perception of Canada as a vast, one-dimensional (mountains, scenery, etc) destination, and provide potential visitors with an idea of what a realistic itinerary might look like - while at the same time leaving users feeling like they had only scratched the surface of what Canada might have in store for them. Using an interactive map of Canada as the main navigation tool, the country is broken into easily digestible sections (British Columbia, Alberta, Ontario, and the Maritime Provinces), each suitable for the average 10-14 day itinerary of the European traveler. Within each region, users can drill down to more specific destinations where they can learn more about activities, attractions and off the beaten track ideas by clicking on Hotspots within the main photo area. A collection of Tabs (bottom right) provides users with contextual overviews, details and external links to more information and official partner sites such as Air Canada. To move potential travelers down the purchase funnel, tour operator packages, pricing and details could be accessed at any time from the Tab section. For those not ready to make an immediate decision, PDF Travelogues reiterating the content of the site in summary format, including more photographs and important links can be downloaded and printed as takeaways. Special effort was made to incorporate a mix of both urban and outdoor experiences, as well as offer details regarding distances between destinations and the time required to properly explore each destination. Website: www.playincanada.com