Destination Canada has announced a new partnership with David Jones, marking a rare and highly strategic moment where two of its most influential Australian brand partners David Jones and Qantas intersect to deliver a shared customer experience. This collaboration creates a unique platform to elevate Canada’s brand story at scale, reaching high-value Australian consumers through both retail and aviation channels simultaneously.
The partnership aligns with the launch of the new David Jones Rewards program, which now integrates Qantas Frequent Flyer benefits, creating a premium loyalty ecosystem. To mark this moment, Destination Canada and David Jones are encouraging customers to sign up to the program for the chance to win an unforgettable trip to Canada- the ultimate winter city to peaks winter escape to Vancouver and Whistler.
This is the first time Destination Canada has been able to amplify Canada’s positioning by aligning with two major brand partners at the exact same moment, an opportunity designed to drive reach, deepen impact, and strengthen seasonal travel demand.
At a time when Australia’s most trusted retail and airline brands are elevating their customer experience, Canada is strategically positioned at the centre of the conversation. The alignment of Destination Canada, David Jones and Qantas not only enables unprecedented brand integration, tapping into both retail and aviation audiences at once but an opportunity to extend the Qantas integrated content partnership that will be active in market in 2025 and 2026.
It also ensures premium visibility for Canada at a moment of national customer acquisition, a shared value proposition across loyalty, lifestyle and travel, connecting Australians with authentic, nature-led Canadian experiences and a stronger consideration in key booking windows, supporting shoulder and winter season revenue.
This collaboration captures the momentum generated when major brand partners move in sync, creating a halo effect that enhances Canada’s profile and drives deeper market engagement.
The rewards launch is Phase One of Destination Canada’s multi-year partnership with David Jones. Phase Two, commencing in January 2026, will deliver an immersive in-store brand activation across select David Jones stores nationwide. This activation will bring Canada’s landscapes, seasons, and cultural stories to life through an experiential brand moment.
The multi-phase strategic partnership forms a core pillar of Destination Canada’s overall 2025–26 marketing strategy, which aims to:
- Increase shoulder-season revenue (April–May, September–November).
- Strengthen Canada’s winter focus by driving December–March bookings.
- Expand Canada’s reach through retail channels that connect with high-value consumers.
- Build long-term consideration and conversion through multi-channel, partner-first collaborations.
“Seeing David Jones and Qantas, two of our influential strategic partnerships launch a new customer value proposition, creates an extraordinary opportunity for Canada. 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.” said Julie King, Managing Director, Destination Canada Australia.
