Expedia Group Media Solutions, the travel site’s advertising division, has launched a new media platform that allows Canadian travellers to shop and book travel while they are watching travel content.

Expedia’s shoppable platform technology is now being used by Brand USA, the country’s international destination marketing organization, to create GoUSA, an online channel featuring tailored travel content and interactive maps while also giving users a way to book hotels, experiences and flights through Expedia while viewing content in real time. Brand USA is also able to track and measure the impact of their content on booking decisions, and particularly which content generates the most engagement and influences bookings.

The series is now live in Canada, with other markets rolling out in the future.

Content on the platform can also be booked with other services offered by Expedia Group Media Solutions, such as motion and video production, interactive digital platforms, experiential marketing, social influencers and co-branded initiatives.

“This platform is truly the first of its kind in a world where inspirational travel content is constantly evolving and symbolizes the next phase in entertainment tourism,” says Angelique Miller, VP of media studios at Expedia Group. “The new technology creates a space where someone can consume engaging travel content and book experiences in the same place at the same time, effectively shopping the series.”

Through the platform, brands can track metrics, such as average time spent looking at content and the number of visitors intending to book, to see how content is influencing bookings and demand. The platform can be scaled to support any partners’ content needs, including businesses outside the travel space.