CTC News

New CTC winter campaign turns Aussie heads toward Canadian slopes.

With a focus on skiers and snowboarders, winter in Canada is in the air for Australian travellers.

11 July 2012

Skis? Check. Boots? Check. Sun cream? Check. Maps and apps for travel to Canada? Check. Although the heat is on in the northern hemisphere now, snow-loving Aussies are thinking of our winter months. So if you’re reading this in Australia, you’re all set to find out about the new Canadian Tourism Commission (CTC)’s winter campaign, which started July 9.

The campaign targets keen Aussie skiers and boarders, predominantly affluent families, young couples and groups of young mates travelling together. Which Explorer Quotient® type does the CTC seek? Those happy go-lucky Free Spirits, but also some Cultural Explorers.

The campaign focus is on skiing and snowboarding, with some winter experiences and a splash of après ski for good measure. The online price-point driven ads link directly to Canada’s key tour operator sites, but the campaign has some other cute tricks up its sleeve: the ads on Ski.com.au have a large billboard format to draw visitors in, and the “Snow it all” blog in The Age promotes the campaign in a big way, too. There are videos before and after Fuel TV’s daily snow reports.

Partnering CTC in this snowy endeavour: Travel Alberta, Banff & Lake Louise Tourism, Tourism Whistler, Tourism British Columbia, Tourism Jasper, Tourism Sun Peaks, plus Big White and Silver Star. The campaign concludes on Sept. 30.

“Australians have a great affinity for winter experiences, particularly in Canada, so our aim in this campaign is to help them book their ski-season trips to Canadian cities and resorts as quickly and simply as possible,” says Rupert Peters, CTC regional managing director, Core Markets.


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