CTC’s five-city roadshow showcases Canada’s new and leading travel experiences to an eager audience.
Several thousand kilometres and five cities later, the Australia office of the Canadian Tourism Commission (CTC) recently concluded its major annual industry roadshow. Canada Corroboree 2014 more than fulfilled its mission of highlighting top Canadian experiences to the Australian travel industry.
This year’s Corroboree ran Feb. 4 to 14, starting in Perth before moving on to Adelaide, Melbourne, Brisbane and Sydney. The roadshow proved an industry smash hit, with more than 965 Aussie tour operators, travel agents and other industry reps flocking to the five cities to get up to speed on Canada.
Canada Corroboree 2014 had a new theme. The 29 Canadian industry attendees—including first-timers Sonora Resort, Adventure Canada, Shangri-La Hotel Toronto, Holland America Line and Spirit Bear Lodge—had to give their five-minute presentations in the format of a TV game show such as “Perfect Match,” “Wheel of Fortune” and “Pick a Box.” As befits a game show, there were prize trips to be won, too, with a grand prize of a 16-night trip to Canada, including flights with Air Canada. Aussie attendees also got time for more formal sit-downs with Canadian reps before and after the formal presentations in each city.
CTC’s provincial and destination partners at this year’s Corroboree were Destination British Columbia, Travel Alberta, Tourism Sun Peaks, Tourism Kamloops, Tourism Yukon, Ontario Tourism, Banff & Lake Louise Tourism, Tourism Jasper and Tourism Calgary.
Australian travel and travel-trade media got a slice of the Canada action, too. More than 80 journalists, bloggers and broadcasters came to special media lunches in Melbourne (Matteo’s Restaurant) and Sydney (Altitude Restaurant) to glean the tastiest Canadian story ideas for the year ahead.