CTC’s Canada Media Marketplace delights and entertains American journalists and bloggers with engaging and inspirational content.
San Francisco has long been an inspirational setting for writers, including Dave Eggers, Hunter S. Thompson and Amy Tan. Therefore, the city made an ideal location for Canada Media Marketplace, the annual meeting of minds for leading US media and Canadian tourism-industry reps.
The Fairmont San Francisco played host to the 27th iteration of the Canadian Tourism Commission (CTC)’s media big show March 31-April 1. The marketplace centred around its core strengths: three sessions of 2,610 one-to-one appointments. It drew big hitters from both countries, with 129 Canadian tourism industry reps, from a broad spectrum of provincial/territorial and regional Canadian tourism organizations, major hotels and attractions, presenting their news and latest products to 184 American journalists, bloggers and broadcasters.
The marketplace revved up initially around three professional development sessions. CTC’s Global Communications team took charge of two, highlighting the importance of content as a way of engaging with consumers and the opportunities provided by rapidly evolving socially integrated publishing platforms. Shaun Aukland of Google Travel led the third session, which focused on consumer behaviour changes and the different ways destinations can interact those consumers.
There were relaxed networking opportunities, too, including two evening receptions and the 17th Northern Lights Awards luncheon. Partnering CTC in San Francisco were VIA Rail, Travel Alberta, Parks Canada, Tourism Richmond, Ontario Tourism Marketing Partnership Corporation, Tourism New Brunswick, Tourism Nova Scotia, Destination British Columbia, Brewster Travel Canada, Tourism Jasper and Air Canada.
“It was another great marketplace, with American media showing a real appetite for the fantastic Canadian story ideas delivered by our industry partners,” says Ernst Flach, CTC executive director, Global Communications. “Canadian attendees were also intrigued with our vision for new, engaging and inspirational content—it will be a fascinating journey for all of us.”
Wait, there’s more: CTC has two other blockbuster events coming up this year, and there’s still time for Canadian industry reps to reserve their spots:
The Big Apple calls for Canada Media Marketplace in 2015; the show will take place at the Hilton Midtown Hotel in New York City, NY, April 20-22.