CanadaBuys #DC-2026-PO-04

Destination Canada Global Paid Media Agency of Record

Destination Canada is seeking a lead agency to plan and manage paid media for its international tourism and business-events programs. - Government buyer: Canadian Tourism Commission, operating as Destination Canada, a federal Crown corporation of the Government of Canada. The listed procurement contact is Paulina Orozco, Procurement Advisor; the Procurement Department is identified in the attachment. - OEMs and vendors: No third-party OEMs, media agencies, or prospective vendors are named. Destination Canada is the buyer, not a vendor. - Requested services: Global paid-media strategy, audience and market research, planning, negotiation and buying, campaign management, analytics, measurement, optimization, technical tagging and tracking, and agency account management. - Channels and programs: Campaigns may use digital, programmatic, paid search and social, connected TV and streaming, out-of-home, broadcast, native and content distribution, publisher placements, and market-specific platforms. Work supports both leisure travel and business events. - Notable requirements: Use audience and travel-intent-led approaches, including geo-agnostic targeting, AI-informed planning, and cultural and local-market expertise. Dedicated on-market resources are required in China; multilingual localization and collaboration with Destination Canada and its agency and partner ecosystem are also expected. - Data and accountability: Destination Canada owns program-generated data. The agency must provide transparent costs, accessible and independently auditable advertising-account and campaign data, actionable reporting, and support for public-funds accountability. Privacy, data protection, accessibility, official-language, and applicable Canadian and international requirements must be addressed. - Deliverables and operating rhythm: Expected outputs include annual global and market plans, weekly and monthly reporting, biweekly optimizations, quarterly strategic reviews, co-investment reporting, an annual retrospective, and an end-of-term transition plan. The agency will also manage media partnerships and co-investment programs with public-sector and commercial partners. - Term: Up to three years initially, with annual extension options for up to four additional years, for a maximum potential term of seven years. No guaranteed work volume or contract value is stated.

Description

Destination Canada is seeking proposals for global paid media planning, buying, and management services to act as its Agency of Record for paid media. The agency will support audience development and media investment using a traveller-first, geo-agnostic approach, and provide expertise in strategy, planning, buying, and performance optimization. The solicitation lists a contract duration of 84 months and a proposed start date of August 2, 2027. Detailed requirements are in the Statement of Work (Section C) and attached solicitation documents.

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