CTC News

Competitive intelligence: marketers move to the rhythms of summer.

Brazil goes global with soccer and samba, Australia shows off its wild side and Florida hits the beach.

23 July 2014

Summertime brings the heat and the tourists to northern-hemisphere and equatorial countries. The challenge for marketers is to produce campaigns that inspire travel in those lazy, hazy days. Canada, of course, has plenty of hot spots and great beaches for international travellers for picnics, water sports or just chilling out.

Here at Canadian Tourism Commission (CTC) headquarters, we ensure that Canada cuts a dash in the summer tourism marketplace. CTC Newsstaff put down our Aviator shades to check who’s wearing the marketing Speedos and boardshorts around the world. We’re sending a cool virtual cocktail to our international colleagues and industry partners for helping spot the action.

  • Worldly ambition: Capitalizing on the vast publicity around the FIFA 2014 World Cup, Brazil launched a major global tourism marketing campaign. The reach was huge, with TV and online advertising appearing in 113 countries. The content featured two distinct themes: “Dance” juxtaposed the famous samba rhythm of Brazilian soccer players with that of local dancers, while “Encounters” aimed to convey the friendly reception travellers meet, while also showing the country as a serious business destination.

  • Wild at heart: Tourism Australia has unveiled a new app showcasing the country’s nature. Natural Australia focuses on 200-plus products and experiences at 16 iconic places Down Under, including the Great Barrier Reef, Kangaroo Island and Tasmania. The app was developed alongside Australian Traveller magazine and is available for iPhones and iPads. 
  • Appy travellers: The Abu Dhabi Tourism and Culture Authority has joined the tourism tablet race with its new mobile app. Built for Apple and Android smartphones and tablets, the app has info on what to see and do in the emirate, plus hotels, restaurants, a currency converter and prayer times. 
  • Sands of time: Visit Florida is giving tourists in the southeastern US state a helping hand when it comes to finding the best place for a dip through the Florida Beach Finder. Choosing from five categories—action packed, adventurous, family-friendly, laidback and romantic—travellers have 360-degree views of 1,280-plus km (800-plus mi) to choose from using Google Street View technology.
  • Domestic bliss: STA Travel went retro with its latest promotion to encourage young Aussies to travel domestically. The #WanderAustralia campaign used the photos from four leading Aussie Instagrammers and displayed them via an old-style stereoscopic 3-D viewer on the website. Consumers then create their own dream itineraries, and enter to win a prize trip of their own.


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