We didn't just run ads for Tourism NOTL. We built campaigns from the ground up, handling everything from strategy and creative to media buys and production. Smart storytelling through digital and broadcast drove Summer results to 2.38 million completed views, nearly double the industry benchmark. We took those audience insights and pushed even harder in Fall, hitting 95% video completion rate (VCR) and cutting cost-per-click by 35%.
We took the coverage of the famous Candlelight Stroll to the next level by blending real event atmosphere with directed model content to capture something that feels alive.
The Ask: Drive summer tourism, welcoming Americans within driving distance
Approach: Paid video campaign across YouTube, Meta and Programmatic video targeting affluent adventure seekers
Results: Achieving an 80% video completion rate and 2.38 million fully completed views demonstrates that our campaign storytelling truly captured and held audience attention - nearly double the standard 30-40% digital video benchmark.
Cross-border performance was especially strong, with U.S. CTV placements reaching a standout 99% VCR, reinforcing Niagara-on-the-Lake as a compelling destination and converting high engagement into meaningful travel interest across both Canada and the United States.
![Fall Campaign Tourism NOTL [Giant Shoe]](https://giantshoecreative.com/wp-content/uploads/2026/05/1781-ENG-Thumb-1280x640-1.jpg)
![Fall Campaign Tourism NOTL [Giant Shoe] (13)](https://giantshoecreative.com/wp-content/uploads/2026/05/Fall-Campaign-Tourism-NOTL-Giant-Shoe-2.webp)
![Fall Campaign Tourism NOTL [Giant Shoe] (13)](https://giantshoecreative.com/wp-content/uploads/2026/05/Fall-Campaign-Tourism-NOTL-Giant-Shoe-9-scaled.webp)
The Ask: Drive fall tourism, welcoming Americans within driving distance
Approach: Paid video campaign across YouTube, Meta and Programmatic video targeting affluent adventure seekers
Results: Building on the momentum of the previous cycle, the Fall/Early Winter campaign elevated performance across every major KPI, increasing overall VCR to 95% (+19%), doubling Meta engagement, and driving 15,886 clicks at a 35% lower CPC.
By capitalizing on audience insights from the summer campaign and refining our targeting strategy, we amplified cross-border awareness and converted that brand equity into stronger, more cost-efficient travel interest.
![Fall Campaign Tourism NOTL [Giant Shoe] (13)](https://giantshoecreative.com/wp-content/uploads/2026/05/Fall-Campaign-Tourism-NOTL-Giant-Shoe-13-scaled.webp)
![Fall Campaign Tourism NOTL [Giant Shoe] (13)](https://giantshoecreative.com/wp-content/uploads/2026/05/Fall-Campaign-Tourism-NOTL-Giant-Shoe-8-scaled.webp)
Niagara-on-the-Lake's Candlelight Stroll is one of the region's most beloved seasonal events.
Giant Shoe embedded a production crew into the event with a dual approach: authentic event coverage capturing the atmosphere, the crowds, and the magic of Old Town lit up for the season, layered with models woven throughout to elevate the storytelling beyond documentation. The result was a high-volume shoot that felt organic, not staged.
By combining event coverage with directed model content, we eliminated the need for separate overhead shoots while dramatically increasing the quality and variety of assets delivered.
