CTC News

CTC launches two fall campaigns in Brazil.

Focus on building awareness and driving immediate sales to Toronto and Ontario.

08 October 2014

Listen up, Brazil: Ontario is calling. The Canadian Tourism Commission (CTC) has launched two new campaigns in this huge emerging South American tourism market to build awareness and drive immediate sales.

The first campaign centres on Toronto, using a blend of print and online advertising. The second campaign is larger, focusing on Ontario as a whole, backed by broadcast, online and print ads in titles such as Globo TV, UOL.com and Qual Viagem magazine. Landing pages on the Toronto and Ontario websites promote the tour operators’ packages in the campaign.

CTC-Brazil’s partners for the two campaigns are Tourism Toronto and Ontario Tourism Marketing Partnership Corporation.

CTC-Brazil has also helped bring a TV crew from the Globo network to film three episodes of “Fantástico,” Brazil’s most-watched Sunday-night show. CTC-Brazil and its provincial partners—Ontario Tourism Marketing Partnership Corporation, Tourisme Québec, Tourism Toronto, Tourisme Montréal, Tourism Vancouver, Banff & Lake Louise Tourism, ViaRail and Frontiers North—brought local experts to the shoots to help the crew bring to life and share the Canadian tourism experiences. The episodes are provisionally scheduled to air in early December.

  • Places of worship: CTC-Brazil arranged for the first FAM trip with a strong religious theme for two Brazilian tour operators last month. Reps from Seculo XXI and Terra Sante, two major players in this sector, spent six days in Quebec, checking out Canadian icons such as the Notre-Dame Basilica of Montréal, Saint Joseph’s Oratory of Mount Royal and the Sainte-Anne-de-Beaupré shrine in Québec City. There was time, too, for other urban experiences, including local food, culture and maple syrup. They were joined on the FAM by a TV crew from Rede Vida; the broadcaster will screen the trip in two 30-minute shows later this year or in early 2015. More than 15 million Brazilians travel abroad to religious destinations each year.

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