Destination Canada has teamed up with two major Australian brand partners – David Jones and Qantas – creating a rare moment of shared reach across both retail and aviation channels.
The organisation has teamed up with David Jones as the department store launches its new Rewards program, which now includes Qantas Frequent Flyer benefits.
The partnership places Canada at the centre of a major national customer rollout, giving the destination premium visibility during a high-value sign-up period.
To mark the launch, David Jones members can also enter a competition to win a winter getaway to Vancouver and Whistler, designed to showcase Canada’s nature-led experiences.
Destination Canada says aligning with David Jones and Qantas simultaneously, a first for the organisation, allows it to amplify its brand story at scale and tap into audiences already engaged with loyalty, lifestyle and travel content.
The initiative aims to boost Canada’s position during key booking windows while supporting seasonal demand across winter and the shoulder months. It also gives the destination a deeper presence in the retail environment, helping connect high-value consumers with authentic Canadian experiences.
The new campaign marks ‘phase one’ of Destination Canada’s multi-year partnership with David Jones.
Phase two will roll out from January 2026 with in-store activations across select stores nationwide.
“Seeing David Jones and Qantas, two of our influential strategic partnerships launch a new customer value proposition, creates an extraordinary opportunity for Canada,” Destination Canada Australia Managing Director Julie King said.
“By being part of this moment, we can introduce Canada to more Australians in a way that feels aligned, elevated and deeply meaningful.
“It’s a powerful way to bring Canada’s stories to life and inspire travellers in a moment of heightened engagement.”
Destination Canada‘s Australian office recently issued an open call to the Australian travel trade to help reshape the future of tourism, extending its regenerative travel pledge to agents, operators, airlines and more.
KARRYON UNPACKS: For the trade, this moment matters. It’s not often a destination lands simultaneous visibility through both a premium retailer and Australia’s largest airline loyalty program – especially at a time when consumers are actively signing up. With Canada plugged into a national Rewards launch, advisors can expect stronger demand signals heading into key winter and shoulder periods. The upcoming in-store activations also suggest more tactile storytelling is on the way, giving agents fresh tools to inspire clients planning their next long-haul escape.
