CTC’s first consumer campaign in this emerging market looks to drive sales during spring and summer.
With a suitable breathing space after the magic of Carnival season, the Canadian Tourism Commission (CTC) has launched our first consumer campaign in Brazil. Potential travellers in São Paulo and Rio are the main focuses as we look to boost awareness of the diverse range of Canadian experiences on offer.
We are collaborating with a consortium of Brazilian tour operators (Canadá Turismo, New Age, New IT, Nascimento Turismo and Designer Tours) plus Canadian destinations and industry (Tourism Toronto, Ottawa Tourism and Fairmont Hotels & Resorts). CTC shares imagery works with the tour operators to select featured products, while partners offer support for familiarization trips. An example: Castles of Canada features Fairmont Hotels & Resorts properties using CTC photos.
The campaign is primarily print based, with ads in Viagem e Turismo, Veja Nacional, Lonely Planet and O Globo. There will also be further engagement with consumers via CTC’s social-media channels in Brazil.
Furthering our activities in this market, CTC had a booth at the BRAZTOA trade show. The goal? Developing Canada into a prime international destination for Brazilian travellers. More than 4,000 tour operators and travel agents came to São Paulo March 24 to 25, with many making a beeline for our team to find out more about what Canada has on offer. Tourism Toronto and Tourisme Québec were principal partners, along with 60 local industry operators keen to sell or represent Canada.