CTC News

CTC’s partnerships bear fruit at mega UK event.

Canadian Signature Experiences share their news with British, French and German travel agents, tour operators and media.

12 March 2014

The personal touch can go a long way. The UK office of the Canadian Tourism Commission (CTC) has finished the closing credits on its second Canada Shared/Pop-Up Canada event.

Held Feb. 27 at the London Film Museum, it brought together 54 Canadian tourism businesses with dozens of British, French and German travel agents, tour operators and media for an intense day of B2B networking and education. The latter included media reps from Travelmole, who captured the event on video. The Canadian contingent was led by stalwarts Rocky Mountaineer, Fairmont Hotels & Resorts and VIA Rail, who were joined by new Canadian Signature Experiences, such as White Mountain Adventures, Lighthouse Picnics, Elmhirst Resort and Exploramer.

The day kicked off with a welcome to London from Gordon Campbell, Canadian High Commissioner to London, before moving on to the education roundtables. Topics covered included the importance of receptive operators, demystifying PR, plus the role and importance of retail travel agents.

The afternoon was devoted to one-to-one speed networking appointments, before Canada Shared rounded off with an informal networking evening reception.

CTC’s primary partners for the Canada Shared event were Tourism Yukon,Destination British Columbia, Travel Alberta, Ontario Tourism Marketing Partnership Corporation, Tourisme Québec and the Atlantic Canada Tourism Partnership.

“Having His Royal Highness The Duke of York come to last year’s event was a hard act to follow, but the second iteration of Canada Shared delivered value in spades,” says Rupert Peters, CTC vice-president International (interim). “Thanks to French and German buyers and media at this event, attending Canadian businesses got maximum exposure with a core European audience.”

The UK market has been a hive of activity these past two months:

  • H’away the lads (and lasses): CTC-UK was one of the sponsors of the Traverse 2014 travel bloggers conference in Newcastle Feb. 22 to build awareness and engagement in this key community. An #Explore4Canada contest beforehand asked putative attendees why they wanted to come to Canada. In situ, attending bloggers competed to match items to the right Canadian province or territory for the chance of a prize trip to Canada.
  • Mayfair set: CTC-UK partnered with provinces and territories to showcase Canada at TravMedia’s International Media Marketplace at the Dorchester Hotel in London on March 3. Over 200 journalists attended this influential conference, many of whom enjoyed taking pictures of themselves at the Canada-branded photo booth. All attendees collected a Canada-branded event survival kit on their way out.


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