At the FT Weekend Festival events in Washington, D.C., and London, UK, Destination Canada they captivated audiences by bringing the essence of Canada to life through two immersive brand activations. Produced by TK Events, these activations were designed to inspire travel to Canada by connecting guests with its culture and landscapes in a meaningful and memorable way.
As the lead sponsor, Destination Canada crafted its festival presence to transform attendees’ travel aspirations into genuine interest in exploring Canada. The activations were centred around creating high-impact lounges that invited festivalgoers to experience the country’s welcoming spirit.
In Washington, D.C., Destination Canada and TK Events introduced a taste of Atlantic Canada with an inviting ‘kitchen party’ lounge concept. This space was designed to engage attendees with unique experiential elements, such as an “Open (if you are) Bar” and a “Penny for Your Thoughts” fridge that encouraged guests to share what entices them to visit Canada. Conversation starter dice, a kitchen window with scrolling Canadian landscapes, and live Canadian entertainment helped create an authentic and engaging atmosphere. Canadian-inspired cocktails and fare brought the spirit of an EastCoast kitchen party to the festival. At the same time, the activation’s bold red branding and open-door layout positioned it as a natural gathering point.
In London, TK Events reinvented the experience with a fresh concept featuring a custom-designed AI photo booth. Here, attendees could engage with the brand by scanning a QR code that led to a travel questionnaire, determining each guest’s adventure personality and suggesting a Canadian destination based on their interests. Their selected backdrop then displayed an iconic Canadian landscape, and attendees walked away with a personalized postcard capturing their photo and chosen destination.
These unique elements were part of a carefully considered flow that TK Events designed to be efficient, engaging, and seamlessly educational about Canada’s travel opportunities. The activation’s success was evident in the significant social media attention it generated, as well as in the lasting impressions it left on attendees.
Carla Felicella, Event Director at Destination Canada, emphasized the value of this partnership:
“The FT Weekend Festival allows us to engage with both business and leisure audiences in a way that elevates Canada’s visibility. Working with TK Events, we ensured these experiences were delivered at the highest standard, embodying Canada’s spirit coast to coast.”
Through creative elements and strategic positioning, Canada was successfully showcased as a forward-thinking, tech-savvy, and culturally rich destination, solidifying its appeal to an influential audience and setting the stage for future travel to Canada.
Photo credits:
Destination Canada London event: Hannah Taylor
Destination Canada Washington event: Markus Wilborn
To learn more about TK Events, visit their website and social media pages.
