Summer in Canada isn’t just a season—it’s a movement. As soon as the weather warms, Canadians hit the road, heading to cottages, campgrounds, lakes, and coastal towns in every province. Whether it's long weekends in Muskoka, extended stays in the Laurentians, or ferry trips to Vancouver Island, this annual migration transforms how and where people can be reached. For brands, it’s a prime opportunity to connect with highly engaged audiences who are away from their routines but open to new experiences, purchases, and discoveries—especially when the message fits the moment and the medium. According to Statistics Canada, the vast majority of the 105 million trips taken by Canadian residents from July to September 2024 were domestic (89.9%), highlighting just how rooted this seasonal movement is within the country itself.
Tapping into the Cottage Culture
Cottage season is a uniquely Canadian phenomenon. It’s more than a vacation—it’s a ritual. From Alberta’s Sylvan Lake and Manitoba’s Whiteshell Provincial Park to B.C.’s Sunshine Coast, families and friends retreat to lakeside towns and rural escapes for extended periods. While these areas may seem remote, they are far from disconnected. In fact, they represent an ideal opportunity for brands to connect with consumers who are relaxed, digitally active, and open to spending.
To advertise effectively to these audiences, brands need to shift from traditional urban strategies to place-based and behaviorally informed tactics. The key is understanding the context of their travel and leisure mindset—one that values local discovery, convenience, indulgence, and experience.
Out-of-Home and Transit: Meeting Them Where They Move
OOH advertising is a natural fit for vacation-focused marketing. From billboards along the Trans-Canada Highway to ferry terminals and GO Transit platforms, Canadians are exposed to media while on the move. Transit advertising on VIA Rail, BC Ferries, or regional airports can reach them during high dwell times, providing space for storytelling that doesn’t compete with digital clutter.
Digital OOH, in particular, allows for adaptive messaging—dayparted content, weather triggers, or location-based creative that can increase relevance. For example, a sunscreen brand could run a high UV index promotion in real-time on highway billboards leading into popular cottage areas.
Gas Station TV: The Last Stop Before the Lake
One overlooked but highly effective medium is gas station tv. As Canadians fill up before disappearing into no-signal zones, Gas station tv provides a last-mile opportunity to influence purchase behavior. Whether promoting local attractions, beverage brands, or retail partnerships, these short-form video spots deliver brand visibility during a key transition moment.
Programmatic and Geo-Fencing: Precision in the Wild
Layering in behavioral and demographic data allows for segmentation by travel habits, frequency, or even seasonal behaviors. Programmatic buying makes it possible to serve relevant, timely ads across mobile apps, audio platforms, and streaming services—even in areas with spotty Wi-Fi, as many platforms cache content.
Even in rural or semi-rural areas, mobile devices provide a gateway to smart targeting. With geo-fenced campaigns, we can trigger mobile ads as users enter specific zones—be it a popular vacation route, a town center, or a provincial park. This data can also be used to retarget audiences on Connected TV once they’re back at the cottage, serving tailored messages in a relaxing environment. CTV retargeting helps reinforce brand messaging across screens, increasing recall while aligning with how audiences consume content in their downtime.
Reaching Remote Doesn’t Mean Going Dark
Just because Canadians are in remote areas doesn’t mean brands can’t reach them. It just requires a resourceful blend of analog and digital tactics. From strategically placed OOH and transit ads to geo-triggered mobile campaigns and Gas station tv storytelling, the tools are there to maintain brand presence—even when audiences are off the grid.
Norm Laing, Director of Client Partnerships emphasizes that "While major metropolitan areas often dominate planning of marketing strategies, it is essential to recognize that rural areas represent a significant underserved market with unique needs and opportunities. Businesses and brands that tailor their approach to rural consumers can unlock substantial growth and sales potential by building local relationships."
At its core, vacation advertising in Canada is about relevance and placement. Meet your audience where they are—on the road, at the pump, or on the dock—and you’ll capture attention at the moment it matters most.
