CTC News

Canada Media Marketplace 2012 captures American hearts and minds.

CTC’s media event in San Francisco puts Canada travel at the top of US journalists’ to-do lists.

18 April 2012

The Canadian Tourism Commission (CTC) brought its large annual assembly of US media and Canadian industry reps to the west coast this year (The Fairmont San Francisco in sunny California, April 2-4, to be precise).

Leading American journos beat the door down to Canada Media Marketplace each year, and this 25th iteration was no exception. Short, speed-dating-style appointments generated reams of story ideas to tempt Americans to pay a visit north of the 49th parallel. In 2012, there were 2,759 appointments, with 177 US online, print and broadcast media peeps meeting 229 Canadian destination and provincial representatives.

Culinary journalism was on the menu this year more than ever, with the winners of the first CTC Culinary Journalism Awards. Bobbie Hasselbring took the spoils for Best Written Work in Any Medium with his sumptuous article “A Taste of the Garden,” from Real Food Traveler, on the fruits and philosophy behind beautiful Reford Gardens, QC. Meanwhile, Chicago’s Steve Dolinsky was top of the heap in the Best Photo Essay, Video or App category. His video, “Ice Gold in Ontario,” charted his trip to Niagara, ON, in deep midwinter as he explored the origins of icewine (and enjoyed sampling some, too).

Professional development sessions as roundtables got the Marketplace underway this year. Leading the charge were Spud Hilton(San Francisco Chronicle travel editor) on the pros and cons of brand journalism, travel writer Crai S Bower on best practices for organizing solo and group press trips and Sree Sreenivasan (Dean of Student Affairs and Professor at Columbia Journalism School) on the true value of social media.

All that work needed fuel, provided by the 15th Northern Lights Awards lunch link to awards story t/c when published. Valerie Fortney from The Calgary Herald gave a rousing keynote speech after music from Wil.

“Although the format of Canada Media Marketplace evolves each year, it retains its rich value in generating fresh story ideas around Canadian travel experiences,” says Gloria Loree, CTC executive director, Global Communications. “Food was the ‘special’ on this year’s agenda with our new culinary awards and we were delighted by such a high calibre and depth of entries for their inaugural year.”

There are two more major CTC events coming round the corner—and there is still time for Canadian industry folk to book their places:

  • Rendez-vous Canada, CTC’s premier international marketplace, takes place this year in Edmonton, AB, May 13-16.
  • GoMedia Canada Marketplace, our annual Canadian and international media get-together, is heading north for the first time to Whitehorse, YK, May 27-31. There is a new addition to this year’s GoMedia awards: the GoGetter Award for PR excellence. The winner will be a Canadian PR or media-relations rep who has provided excellent or above-and-beyond-the-call-of-duty service in 2011, as nominated by journalists. Deadline for submissions is April 26.

Canada Media Marketplace returns in 2013 to the Waldorf-Astoria Hotel in New York City, NY, April 15-17.


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