New CTC campaign aims to inspire Aussies to make Canada their dream destination for 2014.
10 October 2013
They’re coming to Canada from a land Down Under in increasing numbers. The Canadian Tourism Commission (CTC)’s latest campaign in Australia looks to capitalize on this rapidly growing outbound tourism market by showcasing the spring and summer delights of our country.
Cinema ads (the famous Canada Shared by Canadians video) plus online video and print materials form the bedrock of this campaign, which looks to inspire Aussies to make Canada their 2014 dream destination. The target Explorer Quotient® travel types are those fun-loving Free Spirits and Social Samplers.
Partnering with CTC-Australia for the campaign are Travel Alberta, Destination British Columbia and Edmonton Tourism.
As the nights draw in later this fall, CTC’s European markets (France, Germany and the UK) will also switch their campaign focus to Canada’s warm, sunny months. Tour operator packages will highlight destinations from coast to coast to coast.
CTC on the road: CTC-France flew the flag for Canada with 21 Canadian industry partners at the IFTM—Top Résa travel-trade show Sept. 24-27 in Paris. Air Transat, Parks Canada and CTC-France brightened the Canada booth with stunning photos of Canada while Air Canada sponsored the event’s lounge. Networking attendees indulged in pancakes cooked by Pierre Faucher from La Sucrerie de la Montagne, one of CTC’s Canadian Signature Experiences. Canadian partners conducted daily Canada training sessions at the booth for French travel agents. Canada’s lasting impact in the France market was displayed via the Tour Manager Award. Just under 2,000 travel-trade pros voted for their preferred destination 1998-2013 and Canada tied with the Seychelles at the top of the poll. New for 2013, IFTM—Top Résa awarded the Travel Agent Cup to the event’s best agent. Alexia Galliano from Leclerc Voyages, this year’s winner, chose Canada as the destination to sell to the jury. .
Podium pizzazz: CTC’s Upgrade to Canada campaign garnered another award, this time Best Nation & Destination Marketing Campaign at the M&M Global Awards 2013 at the Grosvenor House Hotel, London, UK. The promotion, which ran in 2012, intercepted couples at airports on their way to other international destinations, who were then offered a trip to Canada. Photos and videos captured their delight at the offer; the adventures they enjoyed also converted them to life-long advocates for Canada.