Our paid advertising remains on pause currently; however, we continue to appear in organic search and our social media team is engaging and building audiences through Facebook and Instagram, keeping Banff and Lake Louise top of mind for future travel while maintaining appropriate sensitivity to the current climate.
The January 7 extension of enhanced public health measures has assisted in determining timelines and planning for our paid advertising relaunch. The team is taking a strategic approach to when and how relaunch will proceed using restrictions as our guide in all markets. With additional research and support from our key partner at Expedia and insights from Google, we aim to be back in some markets during the week of January 18. The plan will stay adaptive with continued updates on marketing as determinations are made.