How to Improve Ad Recall and Build Stronger Brand Awareness

Our latest report reveals a major brand awareness gap, with only one-third of Canadians recalling any domestic travel ad. Destinations like Newfoundland and Labrador lead in ad recall through authentic, values-driven storytelling, proving that emotional resonance and audience alignment are key to boosting top-of-mind awareness in an oversaturated travel market.

Posted on:   Monday Nov 10th 2025

Article by:   Environics Research

In our 2025 Canadian Travel and Tourism Outlook study, only one-third of Canadian travellers recall seeing an ad for a Canadian destination (36%). That means two out of three Canadians don’t remember seeing one at all despite a surge in domestic travel and a sea of destination marketing campaigns.

It’s not a lack of effort or content. Plenty of destinations are advertising. But many ads simply don’t stick: they fail to cut through the noise or leave a lasting impression.

of Canadians don’t remember seeing an ad for a Canadian destination

Nature exploration… don’t remember the destination. Might be British Columbia or New Brunswick.

It was an ad for Quebec City. It showed food and tourist attractions. Also saw one for Nova Scotia—same idea as Quebec City.

When most destinations are competing for a share of Canadians’ travel spend, mental availability (that is, creating top-of-mind-awareness (TOMA)) is critical for brand growth.

2025 Travel & Tourism Report

Make Your Ad Spend Count

We help destinations and marketers create campaigns that resonate, boost engagement, and drive growth. Using our ad testing toolkit and Social Values framework, we analyzed the destinations with the highest ad recall to uncover what makes their campaigns stand out.

Newfoundland and Labrador: Leading the Pack

Newfoundland and Labrador tops the list for ad recall, ahead of British Columbia, Nova Scotia, and Ontario. With a history of award-winning campaigns (including a recent ICE Award win), it’s no surprise they’re getting noticed.

What’s working:

Distinct, striking, and authentic imagery: Puffins, whales, icebergs, colourful coastal homes—and real locals. The ads go beyond scenic beauty to showcase the heart of the place: its people.

It was an ad for Newfoundland. Icebergs, clothing lines, and locals.

Whale watching, local people and culture, beautiful scenes.

Natural beauty, local hospitality, and unique wildlife.

Colourful coastal homes. Little girl in yellow dress and striped socks sitting on a dock.

Values-based connection: The campaign resonates with travellers who value simplicity, nature, and authenticity over consumerism and crowds. These travellers score high on values like Ecological Concern, Utilitarian Consumerism, Control Of Privacy, and Fulfillment Through Work and low on Attraction To Crowds, Confidence in Advertising, Joy Of Consumption, Need For Status Recognition, Pursuit Of Novelty, Importance of Aesthetics and Ostentatious Consumption. The ads reflect this, offering open landscapes, thriving wildlife, and a sense of quiet wonder.

Despite being skeptical of advertising, they recall specific details of the ad and understand the main message: proof that the campaign connects in a genuine, meaningful way.

Indexed High:

Indexed Low:

British Columbia: Scenic and Sophisticated

BC’s ads appeal to Cosmopolitan Authenticity Seekers and Experiential Enthusiasts – urban and nature explorers looking for authentic city experiences and high-intensity adventures.

What’s working:

Famous places and mountain vistas: Respondents mention Vancouver, Victoria, Fernie, and Whistler, Kelowna. The scenery is stunning, but fewer specific ad details are recalled.

Vancouver Island, showing different destinations and beautiful scenery.

Victoria BC. A glossy brochure.

Destination Vancouver to see the mountains.

Values-based connection: BC’s long-standing “Super, Natural” brand speaks to introspective, emotionally attuned travellers. They’re spiritually curious, health-conscious, and open to thoughtful messaging that aligns with their deeper values. These travellers score high on values like Social Intimacy, Confidence In Advertising, Religiousity, Technology Anxiety, Spiritual Quest, Effort Toward Health, National Pride and Interest In The Unexplained.

Indexed High:

How We Help You Maximize Impact

To stand out in a crowded market, your ads need to do more than look good, they need to connect. Here’s how we help: 

Understand your audience

Know who they are and what drives them — because a strong campaign starts with connecting to the right people in meaningful ways.

Test your ads

Run creative and message testing. Find out what sticks—and what doesn’t…and WHY.

Clarify your brand

Develop a distinct positioning and clear and meaningful branding that cuts through the clutter.

Contact Us

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Michele Cunningham

VP – Strategy & Insight

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Thais Saito

Director – Market Strategy

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