IEC Work Abroad Activation & Tour.
Experiential Marketing
IEC needed a more engaging way to spark interest, increase national awareness, and drive participation.
Our strategy centered on personal discovery and cultural immersion, turning abstract benefits into tangible, interactive experiences.
We designed a three-part campaign to educate and inspire Canadians across the country.
This initiative proved that experiential marketing, when done right, creates a ripple effect.
Challenge
Get Young Canadians to Explore the World
Despite being a well-established program, awareness of International Experience Canada (IEC) among young Canadians remained low. The Government of Canada wanted to change that. With an opportunity for Canadians aged 18–35 to live, work, and travel abroad in 36 partner countries, IEC needed a more engaging way to spark interest, increase national awareness, and drive participation.
Strategy
Make It Personal and Possible
Today’s young adults are more purpose-driven than ever. Whether they’re seeking adventure, building international career experience, or exploring their identities, IEC offers a valuable platform to grow and discover the world. However, obstacles like uncertainty around permits or unfamiliar processes can be intimidating.Â
To connect to the Gen Z and Millennial audience, we had to make IEC feel accessible, relevant, and aspirational. Our strategy centered on personal discovery and cultural immersion, turning abstract benefits into tangible, interactive experiences.
Solution
A Multi-Faceted Way to Get the Word Out
We designed a three-part campaign to educate and inspire Canadians across the country:
- Live Activation Tour: Built around two 14-foot round modules, this immersive, photo-ready experience recreated IEC destination meal spots in Italy, Finland, New Zealand, Belgium, and South Korea. These stylish, social-media-worthy installations let visitors picture themselves living abroad — no passport required.
- Digital Country Matching Quiz: This lighthearted questionnaire helped match people to their ideal IEC destination based on their preferences. We used careful language (like changing “pasta lover” to “noodle lover”) to prevent an overemphasis on common countries like Italy. To ensure accessibility, QR codes and NFC tags allowed quick access.
- Targeted National Stakeholder Outreach: Promotional assets, a CTA to share the quiz, and an invitation to the live tour were sent to high schools, post-secondary institutions, tourism networks, and employment organizations across the country. Extra focus was placed on the Greater Toronto Area and metro Vancouver, which were the locations of the live activations.
The Proof
Made You Look — Made You Dream
The IEC pilot activation surpassed expectations. The installations received enthusiastic feedback, with attendees lingering, asking thoughtful questions, and even returning with friends or family members. Though designed for youth, the experience taught us the importance of casting a wider net. Demographics outside our target who visited became advocates, sharing the program with eligible participants. This initiative proved that experiential marketing, when done right, creates a ripple effect.
224,950
APPROX. FOOT TRAFFIC
35,408
TOTAL IMPRESSIONS
7,234
MEANINGFUL INTERACTIONS
3,773
QUIZ COMPLETIONS
2.9
AVG. QUIZ ATTEMPTS PER USER
2,928
STAKEHOLDER EMAILS SENT
- Program branding & materials
- Event ideation & production
- Turnkey event & technology management
- Vendor & production management
- Audience engagement tactics
- In-field build logistics & management
- Staffing solutions, recruiting & training
- Measurement & analytics
- Detailed reporting
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