Activation
CANUSA Program FY27
CANUSA is Germany’s leading tour operator for U.S. travel, connecting destinations with a highly engaged German audience through targeted marketing and customizable travel programs. With over 40 years of experience, CANUSA develops tailor-made itineraries supported by expert travel advisors. Its audience spans high-value segments, including affluent, experience-driven travelers aged 25–55 and an established base of repeat visitors, enabling broad market coverage across both emerging and repeat travel segments.
Program Benefits
- Market Leadership with Specialized Scale: CANUSA combines deep destination expertise with broad market reach, delivering targeted engagement alongside scalable visibility across the German market.
- High-Value, Extended Stay Travelers: CANUSA travelers average 20+ days per U.S. trip, driving increased length of stay, higher in-market spend, and broader geographic dispersion beyond primary gateway destinations.
- Established Sales and Advisory Network: CANUSA is supported by a team of 160 in-house brand ambassadors who provide personalized consultation, translating complex itineraries into high-value bookings. This human-led approach, combined with structured sales processes, enables efficient execution and strong conversion across the German market.
- High Conversion and Integrated Execution: Approximately 95% of CANUSA bookings include flights, accommodations, and transportation, supporting strong conversion and measurable travel outcomes. This is reinforced by integrated in-house capabilities across product development, marketing, and content production, ensuring a consistent and high-quality brand presence.
Packages
CANUSA Media Campaign 1*
Social Media Promotion
- 3 posts on Facebook (1 month, 70,000 fans)
- 3 posts on Instagram (1 month, 14,400 followers)
- Pinterest Ad Promotion (1 month, 300,000 impressions)
- 1 individually created Instagram reel or story (1 month, 14,400 followers)
- YouTube Ad - 30 second advertising video placed on relevant YouTube content to target users that searched for CANUSA or visited our website (2 months, 6,000,000 impressions)
Online Promotion
- Scratch Ad and display ads on premium websites (2 months, 6,000,000 impressions)
- SEA Campaign text ads on Google and Bing (2 months, 150,000 impressions)
Email Promotion
- Exclusive presentation of the destination as only topic of the newsletter (1 newsletter, 40,000 readers)
Total Estimated Impressions 12,588,800
Media Campaign 1
Social Media Promotion
- Facebook - Three organic posts (70,000 fans)
- Instagram – Three organic posts (15,100 followers)
- Pinterest - Paid promotion (300,000 impressions)
- Pinterest Week - Five pins promoting a travel package and content on canusa.de (100,000 impressions)
- YouTube Ad - :30 second video ads targeting users based on search and website activity (6,000,000 impressions)
Online Promotion
- Scratch Ads - Interactive scratch ad and display placements across premium websites (6,000,000 impressions)
- SEA Campaign - Search ads on Google and Bing (150,000 impressions)
- Homepage Teaser - Featured offer placement in homepage slider (150,000 impressions)
- Homepage Header - Destination branding in homepage header (100,000 impressions)
Email Promotion
- Exclusive Newsletter - One dedicated destination newsletter (40,000 readers)
Out-of-Home
- Digital Screen - “The Whale” Germany’s largest indoor DOOH screen at Hamburg Central Station, reaching 500,000+ daily passengers with high-impact 3D content (4,000,000 contacts)
Campaign Length: 3 months
Total Estimated Impressions: 16,925,100
Media Campaign 2
Social Media Promotion
- Facebook - Two organic posts (70,000 followers)
- Instagram – Two organic posts (15,100 followers)
- Pinterest - Paid promotion (300,000 impressions)
- Pinterest Week - Five pins promoting a travel package and content on canusa.de (100,000 impressions)
Online Promotion
- Offer Form Teaser - Featured offer placement in offer form (100,000 impressions)
- Display Ads - Audience-based recommendation and retargeting ads (6,000,000 impressions)
Email Promotion
- Newsletter Inclusion - One thematic article in one CANUSA weekly newsletter (400,000 readers)
Video Promotion
- Connected TV – Video ads on CTV platforms, supported by retargeting (1,500,000 impressions)
Campaign Length: 2 – 3 months
Total Estimated Impressions: 8,485,100
Media Campaign 3
Social Media Promotion
- Facebook - Two organic posts (70,000 followers)
- Instagram – Two organic posts (15,100 followers)
- Pinterest - Paid promotion (300,000 impressions)
- YouTube Short - One custom YouTube Short (100,000 impressions)
- Instagram Reel – One custom Instagram Reel (15,100 followers)
Online Promotion
- Region/State Page Teaser - Featured offer placement on region/state pages (20,000 impressions)
- Display Ads - Audience-based recommendation and retargeting ads (6,000,000 impressions)
Campaign Length: 2 months
Total Estimated Impressions: 6,520,200