CTC News

Fashion shoot strikes golden content in Yukon.

CTC and Aritzia bring three top female American fashion bloggers to experience adventures in Canada’s North.

27 November 2013

Forget the runways in Paris, Milan, New York and London: the Canadian Tourism Commission (CTC) has teamed up with Aritzia and Tourism Yukon for a winter FAM (familiarization) trip with a difference.

Three leading American blog fashionistas packed their (clutch) bags and headed to Yukon. Julie Sarinana, Olivia Lopez and Bonnie Barton shared their adventures—including dog sledding, the aurora borealis (Northern Lights) and riding a helicopter over a mountain—on social media. Aritzia is incorporating the Northrrn Lights as a backdrop in a photo shoot for its winter and holiday 2013 campaign, which launched on Nov. 20.

The stories and photos, including behind-the-scenes footage, were showcased on the bloggers’ own social networks using the hashtags #aritzianorthernlights and #explorecanada as well as chronicled on Aritzia’s The Magazine.

Aritzia and CTC chose these three bloggers because of their reach and strong appeal to the target audience of fashion-conscious women aged between 15 and 35. CTC’s Tourism Snapshot—2012 year-in-review reveals that the youth market is an increasingly important sector for the Canadian tourism industry. In 2012, 2.4 million international travellers aged 24 or under came to Canada, a 12.6% year-on-year rise.

The FAM trip was the innovative women’s fashion boutique’s first major blogger partnership.

“The project has evolved perceptions of Canada’s North: it’s fun, easy to get to, and has more than enough beauty to fill an entire magazine,” says Adrian Brijbassi, CTC manager, Social Media & Advocacy. “The images and stories that emerge from the fashion shoot have brought Canada to influential women with a keen eye for style and substance.”

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There is “statistically significant evidence” that changes in foreign visits drives exports to the visitors’ country in the following year, based on the experience of the United States and other countries. That’s because tourism fosters business relationships, stimulates demand for Canadian-made products and opens new markets. Business travelers develop connections that in turn open up pathways into new markets and create a foundation for trade relationships.