Inspiring the World to Explore Canada tells of commission’s marketing activities and innovations leading into 2012.
11 October 2011
Let’s take it from the top. The Canadian Tourism Commission (CTC) has just published its updated corporate brochure Inspiring the World to Explore Canada, which give the nuts, bolts and a few extra tools on Canada’s national tourism organization. It remains a great resource, for industry, government and media figures alike.
Here are some of the essentials:
What we do: CTC’s goals, vision, mission, mandate and critical role marketing Canada internationally as world travellers become more aware of countries as destination choices.
The importance of the tourism industry to Canada: as one of the largest and fastest growing economic sectors in the world, tourism is also a key driver of Canada’s economy. CTC focuses on international markets—Australia, Brazil, China, France, Germany, India, Japan, Mexico, South Korea, the UK and the US—where Canada’s tourism brand leads the pack and brings in the best bang for our buck.
Our brand: its personality directly reflects Canada’s unique culture, central to any travel experience. Our national character shines through in every word and image representing Canada to the world: intriguing (with a youthful spirit and an open and informal approach), warm; welcoming and most of all, authentic.
Our marketing activities: the whole kit and caboodle from direct-to-consumer advertising, media and public relations to working with the travel trade, CTC’s meetings, conventions and incentive travel (MC&IT) program and social media. All backed by top-line research.
Our innovative approaches: a spotlight on our new Signature Experiences Collection®, CTC’s toolkits for Canada’s tourism industry—Brand Toolkit, Experiences Toolkit and Explorer Quotient® Toolkit— as well as CTC’s five Unique Selling Propositions and Explore Canada Like a Local, our latest innovative travel tool.
Our resources: CTC’s Brand Canada Library, CTC News and the Canada Specialist Program.
Read Inspiring the World to Explore Canada in full.