CTC News

CTC launches new digital hub and contest to inspire ski travellers.

SkiCanadaNow celebrates great Canadian winter experiences via incredible stories, photos and videos.

09 December 2014

This winter, it’s going to be epic. The Canadian Tourism Commission (CTC) has teamed up with members of the Canadian Ski Council (CSC) to unleash a new digital hub to inspire ski travellers around the world to make Canada their winter destination.

SkiCanadaNow.com has taken a fresh approach compared with regular destination tourist-board sites. Designed to look like a social network, consumers can discover great ski and snowboard stories, inspirational images and heart-pounding videos. Guest contributors and influential ski personalities also chime in each week with their views.

What else is in the powder mix? There’s news on the best Canadian ski destinations, gear, resorts and events from people who have ice (skiing and snowboarding) in their veins as well as quirky and unusual tidbits from around the winter-sports industry.

Now that ski season has officially started, CTC has kicked off a new contest for US travellers. “I’d rather be skiing in Canada” encourages American skiers and boarders to upload fun pictures onto SkiCanadaNow of themselves in full ski gear, but in unusual places, such as a beach or in an office. By uploading an image, they will automatically be entered into a contest to win a week-long ski trip for two to one of Canada’s top ski resorts. CTC is also encouraging consumers to share those images on social media, getting friends and family to vote for them, enabling one winter-sports enthusiast to win $5,000 worth of gear as the top-voted photo.

CSC partners and Destination British Columbia have teamed up with CTC for the contest. CTC is using targeted digital media advertising in northeast US and California as well as tapping up influencers on social-media channels to promote the contest, which closes at the start of January.

Ski is the first of CTC’s new branded platforms, which will elevate awareness of the Canada brand to attract new visitors to our country who seek authentic, experiential travel. It forms part of CTC’s content marketing strategy for 2015.

“SkiCanadaNow.com will help us create genuine emotional connections with people who have a shared passion for winter sports,” says Jon Mamela, CTC Chief Marketing Officer. “Content marketing isn’t just advertising or a seasonal campaign; instead we are building a fresh brand narrative for Canada by publishing relevant content on a daily basis. This ski pilot program is just the beginning.”

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This is a great idea! I would love to see something like this to promote the amazing ski hills in Newfoundland!