CTC News

Canada’s North proves a hot spot for Japanese consumers.

New CTC campaign highlights Canada as the No. 1 aurora borealis viewing destination in the world.

08 August 2013

Awesome! There’s no better word to describe the aurora borealis and there are no bigger fans of this marvel of Canada’s North than Japanese travellers. To capitalize on the deep devotion of this army of cold-weather adventurers, the Japan office of the Canadian Tourism Commission (CTC) has launched a new campaign highlighting Canada’s status as the world’s top destination to view this miracle of nature.

The “Aurora Kingdom, Canada” online campaign also showcases the many other great experiences Japanese consumers can enjoy during a trip to Canada’s North, such as dogsledding, ice fishing, First Nations culture and a trip along the ice highway.

As the campaign rolls out, it will also make use of personal stories by Japanese journalists who have seen the aurora borealis first hand. Further content and visual highlights will come from local tourism businesses, plus CTC will select a group of Japanese super bloggers and aurora borealis fans in September to send to a Canadian destination to experience this natural wonder for themselves—and to share their stories and images, too.

Some statistics: “aurora” is entered as a Google search term a whopping 250,000 times a month in Japan, making this slice of the travel market rich in opportunity. Canada is the leading destination in terms of broadcast and print media coverage for the aurora borealis, and this campaign plans to extend that domination online.

Partnering CTC for the campaign, which will run seasonally for three years, are Tourism Yukon, Northwest Territories Tourism, Travel Alberta and Air Canada. The campaign partners are also working closely with tour operators to ensure a wide variety of packages are available to consumers. In case you were wondering, the Japanese term for aurora borealis is オーロラ.

“This campaign is designed to educate, excite and engage Japanese consumers as well as pushing them further and faster down the path to purchase in one of Canada’s coldest yet most welcoming destinations,” says Maureen Riley, CTC-Japan managing director. “Consumers from other countries will have to hurry; Japanese tour operators are snapping up all the airline seats and locking down hotel-room blocks as fast as possible.”


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Great story & great sounding campaign. I look forward to seeing the results as they come in over the 3 years of the campaign! I like the fact that it's multi-year to give time to grow awareness, gain traction & see conversion.