Case Study: Destination Canada achieves an engaging, high-adoption intranet with ThoughtFarmer

Destination Canada turns intranet into desired place to visit

Destination Canada, the national tourism marketing organization with 100+ employees, needed timely market intelligence and better internal connection to support its work promoting Canada. Their legacy intranet was outdated, under-used, and drove over-reliance on email, so they set out to replace it with a central, engaging platform that would connect distributed teams and encourage employee-led content.

They implemented ThoughtFarmer, established clear goals, and used training and analytics to track metrics like comments, pageviews, video plays and downloads. By empowering staff to publish, hosting interactive posts and forming an intranet council, they boosted engagement (one contest post became the most popular content), reduced email noise, centralized intelligence, and created measurable ROI while shifting toward distributed ownership and ongoing improvement.

Destination Canada

Natasha Langlois

Strategic Advisor for Corporate and Employee Communications