Grand Cayman, Cayman Islands (4 March 2026) – Following a competitive, multi-stage procurement process, the Cayman Islands Department of Tourism (CIDOT) announces m5 the agency (m5) as its Media Agency of Record for Canada. m5 will support CIDOT with strategic media planning, audience insights, and integrated campaign execution designed to strengthen the Cayman Islands position for premium travel in the Canadian market.
m5 has over 40 years of experience in the marketing communications industry and is now one of the largest independent agencies in Canada. The agency was selected following a comprehensive evaluation process that highlighted their deep understanding of the Canadian travel landscape. Key factors in the decision included the agency's demonstrated expertise in understanding Canadian market trends and audiences.
Commenting on the appointment, Hon. Gary Rutty, Deputy Premier and Minister for Tourism and Trade Development said “Canada remains one of our most valuable and strategically important source markets, and this appointment reflects our commitment to investing thoughtfully to protect and grow that relationship. By partnering with an agency that brings deep insight into Canadian travellers and proven expertise in destination marketing, we are strengthening our ability to attract high-value visitors, support airlift, and drive sustainable growth for the Cayman Islands tourism industry.”
“To remain competitive, you need the right partners,” said Mrs. Rosa Harris, Director of Tourism, “m5’s strategic approach to media buying and planning will build on the continued growth trajectory we’ve established in Canada. m5’s proven track record in media planning, audience targeting and experience in the travel and tourism sector in Canada made them first choice in this competitive tender.
Director Harris provided further background on the selection processing stating, "The agency's team brings extensive collaborative experience working with travel clients and government organisations, with specialised knowledge and skill sets that aligned with CIDOT's active efforts to flatten patterns of seasonality.
Their bid proposal demonstrated a well-thought-out strategy and comprehensive plan coupled with their team's expertise and understanding of both the Canadian traveller and the tourism business made them an ideal fit for the destination."
The partnership represents a significant addition to m5's growing destination marketing portfolio, which includes Tourism Nova Scotia, Destination Sudbury and a host of regional destination marketing organizations and attractions throughout Eastern Canada, and reinforces the agency's position as a trusted partner for tourism destinations seeking to reach Canadian travellers.
“Destination marketing has become a powerful part of our portfolio at m5. Our success is grounded in merging deep sector insight, sharp thinking and data driven strategy to help destinations stand out in a crowded global marketplace,” says Heather Dalton, Partner, m5 the agency. “Our team understands seasonality, air access and product alignment, as well as we understand brand and media, which lets us turn curiosity into repeat visitation. This win is a testament to our team’s integrated approach and relentless focus on measurable results for our tourism clients.”
About the Cayman Islands
Located 480 miles south of Miami in the vibrant tranquillity of western Caribbean, this trio of tiny islands is a premier destination for discriminating travellers, divers, honeymooners and families. World-renowned for its idyllic beaches and recognised as a sophisticated, diverse and memorable tourist destination, the Cayman Islands offers spectacular recreational opportunities along with warm, impeccable service. From large-group trips and business-focused getaways to ultra-luxurious escapes and multi-generational family vacations, the Cayman Islands provides every element needed to keep guests coming back for more. With an abundance of world-class dining options, a host of adventure activities - including snorkelling, diving, jet skiing, caving, and nature trails - and a variety of meeting spaces for groups large and small, the Cayman Islands is well-poised to host any type of traveller or special occasion. To learn more about the Cayman Islands, please go to visitcaymanislands.com or call your local travel agent.
About m5 the agency
m5 the agency is part of m5 Group of Companies, which has offices in Nova Scotia, Newfoundland & Labrador, New Brunswick and Prince Edward Island. With expertise in marketing, public relations, market research, web development and video production, the 170 employees of the m5 Group of Companies serve a diverse client base throughout Canada and the U.S.
m5 has over 40 years of experience in the marketing communications industry and is now one of the largest independent agencies in Canada. The agency was selected following a comprehensive evaluation process that highlighted their deep understanding of the Canadian travel landscape. Key factors in the decision included the agency's demonstrated expertise in understanding Canadian market trends and audiences.
Commenting on the appointment, Hon. Gary Rutty, Deputy Premier and Minister for Tourism and Trade Development said “Canada remains one of our most valuable and strategically important source markets, and this appointment reflects our commitment to investing thoughtfully to protect and grow that relationship. By partnering with an agency that brings deep insight into Canadian travellers and proven expertise in destination marketing, we are strengthening our ability to attract high-value visitors, support airlift, and drive sustainable growth for the Cayman Islands tourism industry.”
“To remain competitive, you need the right partners,” said Mrs. Rosa Harris, Director of Tourism, “m5’s strategic approach to media buying and planning will build on the continued growth trajectory we’ve established in Canada. m5’s proven track record in media planning, audience targeting and experience in the travel and tourism sector in Canada made them first choice in this competitive tender.
Director Harris provided further background on the selection processing stating, "The agency's team brings extensive collaborative experience working with travel clients and government organisations, with specialised knowledge and skill sets that aligned with CIDOT's active efforts to flatten patterns of seasonality.
Their bid proposal demonstrated a well-thought-out strategy and comprehensive plan coupled with their team's expertise and understanding of both the Canadian traveller and the tourism business made them an ideal fit for the destination."
The partnership represents a significant addition to m5's growing destination marketing portfolio, which includes Tourism Nova Scotia, Destination Sudbury and a host of regional destination marketing organizations and attractions throughout Eastern Canada, and reinforces the agency's position as a trusted partner for tourism destinations seeking to reach Canadian travellers.
“Destination marketing has become a powerful part of our portfolio at m5. Our success is grounded in merging deep sector insight, sharp thinking and data driven strategy to help destinations stand out in a crowded global marketplace,” says Heather Dalton, Partner, m5 the agency. “Our team understands seasonality, air access and product alignment, as well as we understand brand and media, which lets us turn curiosity into repeat visitation. This win is a testament to our team’s integrated approach and relentless focus on measurable results for our tourism clients.”
About the Cayman Islands
Located 480 miles south of Miami in the vibrant tranquillity of western Caribbean, this trio of tiny islands is a premier destination for discriminating travellers, divers, honeymooners and families. World-renowned for its idyllic beaches and recognised as a sophisticated, diverse and memorable tourist destination, the Cayman Islands offers spectacular recreational opportunities along with warm, impeccable service. From large-group trips and business-focused getaways to ultra-luxurious escapes and multi-generational family vacations, the Cayman Islands provides every element needed to keep guests coming back for more. With an abundance of world-class dining options, a host of adventure activities - including snorkelling, diving, jet skiing, caving, and nature trails - and a variety of meeting spaces for groups large and small, the Cayman Islands is well-poised to host any type of traveller or special occasion. To learn more about the Cayman Islands, please go to visitcaymanislands.com or call your local travel agent.
About m5 the agency
m5 the agency is part of m5 Group of Companies, which has offices in Nova Scotia, Newfoundland & Labrador, New Brunswick and Prince Edward Island. With expertise in marketing, public relations, market research, web development and video production, the 170 employees of the m5 Group of Companies serve a diverse client base throughout Canada and the U.S.