CTC News

CTC aims for mass digital appeal in China.

Spring/summer campaign targets independent travellers from key Chinese cities.

30 April 2014

There’s a spring in the step of Chinese consumers. The China office of the Canadian Tourism Commission (CTC) has rolled out its latest campaign, designed to appeal to the growing numbers of independent Chinese travellers.

The rise in social and economic mobility in China has increased the amount of discretionary income consumers have for overseas travel, and demand for Canada continues to rise. According to CTC’s latest Tourism Snapshot, China became Canada’s largest overseas market for the first time in January 2014, with 26,762 visitors crossing the Pacific.

CTC’s spring/summer tactical advertising campaign, which has a strong call to action to CTC’s key accounts, focuses on digital media, using bespoke banner ads and videos on leading Chinese platforms and social media.These include the tablet versions of CN Traveler—the No. 1 travel and lifestyle e-magazine in China—and iWeekly—the online version of Modern Weekly, China’s largest fashion mag.

The target audience are Chinese high-value independent travellers in Beijing, Shanghai, Guangzhou, Chengdu and Shenyang, the five main gateway cities to Canada. The campaign’s objective is to gain further exposure for great travel Canadian experiences and steer consumers towards making a booking.  CTC’s Canadian industry partners for the campaign are Tourisme Québec, Travel Alberta, Ontario Tourism Marketing Partnership Corporation, Destination British Columbia and Northwest Territories Tourism.

“Our research shows that independent travel with friends and family is rising fast, so our campaign is targeting these eager Chinese travellers,” says Derek Galpin, CTC-China managing director. “Our future efforts in 2014 and beyond will be focused on engaging Chinese consumers via innovative content marketing; watch this space for details.”

  • Off piste, on track: CTC-China brought 52 travel trade reps to the NanShan Ski Resort outside Beijing this past February. Before the skiing itself got underway, attendees in the Canada Ski Café heard from Travel Alberta, Destination British Columbia, Ontario Tourism Marketing Partnership Corporation and Tourisme Québec about the great ski, snowboarding and other winter activities Canada has to offer Chinese travellers. The Canada Café, branded and decorated inside and outside with images of great winter experiences, has proved a popular spot for keen Chinese skiers, with 300,000-plus visiting this season.
  • Staying with the winter theme, Chelsea Henitiuk, the well-known Canadian freestyle mogul skier, was guest of honour at the recent Canada moguls championship at NanShan hosted by the CTC and Travel Alberta. She was kept busy signing autographs, photos and T-shirts as well as presenting the prizes for the competition winners.

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