CTC News

CTC promotion boosts Canada exposure on Chinese TV.

Fun-loving Chinese couples take off for travel experiences in Canada and TV stardom.

27 June 2012

The next phase of the Canadian Tourism Commission (CTC)’s latest promotion in China is well underway. “Canada—you can be a star” is seeking five adventurous Chinese couples for a TV competition to take part in amazing trips in different regions of Canada.

The winning couples will star in a 26-part TV series on China’s Travel Channel, as well share their Canadian experiences via daily blog posts using text, images and videos. The trip also includes Air Canada business-class travel, top hotel accommodation and RMB30,000 spending money. Travel Channel is the place for travel on TV in China, with a viewing audience of 300 million.

Entering the promotion is easy-peasy: couples submit a written answer (plus images and video) to the question “Why choose me to be a Canadian Explorer?” to CTC’s website. Those couples who also upload a fun 30-second video increase their chances of being picked. The Chinese public then votes for the top 15 couples; these are joined by 10 others selected by CTC’s judges before they have live “American-Idol” style auditions in front of a Travel Channel panel.

Not surprisingly, the promotion has really caught the Chinese public’s attention.  The campaign site has clocked up 200,000-plus visits and more than 5,000 images and videos have been uploaded by hopeful couples for the first stage alone.

The voting is now underway for phase two, with the lucky couple, the third out of five, destined for British Columbia in August. The first winning couple went to Alberta in June, enjoying ranching in Kananaskis, canoeing on Lake Louise, viewing the majesty of the Columbia Icefield from a helicopter and much more. CTC-China is just fine-tuning the schedule for the second winning couple from the first phase of the promotion, but an authentic cowboy experience at the Calgary Stampede in Alberta, the Canadian Museum of Civilization in the Ottawa, ON, region and Mont Tremblantand Montréal in Quebec will all feature for their July adventures.

CTC partners for the promotion are Tourisme Québec, Ontario Tourism Marketing Partnership Corporation, Travel Alberta, Tourism British Columbia, Fairmont Hotels & Resorts and Air Canada. National Geographic Traveler magazine in China is also covering each trip, while conversations on Chinese social networks Renren, Douban and Sina-Weibo are also widening its exposure.

“We see this promotion as an excellent platform to establish closer ties with Chinese travellers,” says Derek Galpin, CTC-China managing director. “We can showcase the fascinating and endless adventures that Canada has to offer through the Signature Experiences Collection® while these outgoing Chinese couples generate lots of creative and entertaining content.”


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