CTC News

Competitive intelligence: who’s who on the international tourism red carpet.

Rob Lowe turns up the Hollywood wattage for Visit California, while Thailand looks for love matches.

22 March 2013

Oscar season may be over for another year, but the contest to be an international tourism standout continues unabated. The Canadian Tourism Commission (CTC) is fresh from the Academy Awards after-parties and ready to ensure that Canada is among the front-runners for global consumers’ attention.

CTC News takes you beyond the velvet rope and into the international tourism marketplace. CTC’s colleagues, partners, general sales agents and industry friends are part of this scene, gathering intel and watching out for bouncers.

  • Hollywood sparkle: Visit California has cut the ribbon on a new campaign Down Under. Fronted by legends of the silver screen Rob Lowe and Betty White, the campaign aims at piquing Australians’ well-known love of the outdoors, including biking, surfing and white-water rafting.



  • Flying high: Brand USA and British Airways maintained their partnership with a new series of TV ads in February, backed by digital and print ads. Still centred on the “Land of Dreams” theme, the campaign looked to lure UK consumers over the Atlantic. The inaugural three-month phase of Brand USA’s global campaign in May 2012 led to a 14% rise in Brits’ intention to visit the States.
  • Newly-wedded bliss: The Tourism Authority of Thailand tried to capitalize on its reputation as a romantic destination with some imaginative ideas over this past Valentine’s Day weekend. Loved-up couples got to choose from three wedding ceremonies: underwater, elephant-back or in the “Million Red Lotus” Sea. Wedding couples and honeymooners also got fast-tracked through immigration at Suvarnabhumi Airport.
  • G’day, mates: Tourism Australia and Singapore Airlines partnered on a £1-million campaign to draw more Brits to Australia for their next long-haul adventure. The campaign centred multi-channel TV and online advertising based on the previous “There’s nothing like Australia” work.
  • There be dragons: Tourism New Zealand has cashed in on the popularity of “The Hobbit: An Unexpected Journey” in Japan with a raft of promotional activity. This included a special screening of the movie for local industry partners, a Japanese voiceover on an Air New Zealand TV ad and a FAM trip by reps from leading retailer HIS Japan.
  • The new boys (and girls) in green: Tourism Ireland has rolled out its new website, compatible with tablets and replete with links to social networks, new original content and packages.


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