CTC News

CTC celebrates partnership with American Express Publishing at Travel + Leisure Global Bazaar.

New York City weekend fest of global travel highlights shows off the best of Canadian cuisine.

25 September 2011

The Canadian Tourism Commission (CTC) toasted its new partnership with American Express Publishing with a culinary spread fit for a gourmet at the Travel + LeisureGlobal Bazaar, Sept. 16-18 at Park Avenue Armory, New York City, NY.

The Global Bazaar was the 40th anniversary celebration of Travel + Leisure magazine, through which American Express Publishing promotes the world’s most inspiring and exhilarating places to visit. More than 5,000 consumers used to the finer things in life (and travel) paid $50-$75 to attend the event.

There was a Canadian flavour to the build-up. A CTC chuckwagon hit the road in New York three days before the Bazaar, handing out Calgary Stampede-themed maple donuts, pancakes and bison sliders to hungry New Yorkers on Wall Street and in Bryant Park. After the Bazaar closed its doors, the chuckwagon spent three days outside the Directors Guild of America theatre serving hungry thesps.

CTC partners Tourism Prince Edward Island, Niagara-on-the-Lake Tourism and Edible Canada had a three-star culinary installation called “The Northern Light.” Here Jennifer Dodd, chef de cuisine at Edible Canada, Stephen Hunter, chef and owner of the Victoria Village Inn & Restaurant, PEI, and Jason Parsons, executive chef at the Peller Estates Winery Restaurant, ON, served up oysters, sablefish, duck, cheese, wine and icewine in a bistro setting while sharing tips on travel to Canada.

There’s more to the Amex partnership. Later this fall, three culinary, outdoor and culture influencers will be heading to Canada: Mattbites is off to Vancouver, BC, for a foodie adventure; Mike Richard, Vagabondish editor, is lacing up his hiking boots ready to explore some national parks in Quebec; and Alison Stein-Wellner. Their itineraries and experiences will be shared on Explore Canada Like a Local, CTC’s new website built on user-generated content and ideal for trip planning.Consumers will then have the chance to win one of the itineraries for a trip of their own.

A range of advertising is already underway on American Express digital properties and through a series of sponsored tweets. These tweets highlight elements of CTC’s five Unique Selling Propositions for Canada in winter activities, food, film festivals and more and will continue into January 2012.


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