The only thing better than being on vacation? Posting pics of being on vacation.

Building off this insight, we wanted to create a means for travellers to extend their reach beyond their followers on social media, giving them the opportunity to make the ultimate vacation flex. To launch it, we ran billboards across the country with the messaging “your vacation photo here” on them. Then, we flooded social media with short, cheeky videos inspired by online memes. We also partnered with travel influencers in key regions to seed the conversation and build hype. And while there were only so many billboards up for grabs, we gave everyone that visited our landing page flight deals worth bragging about.