Five-city tour shows how Canada variety can be the spice of Aussie consumer life.
The Canadian Tourism Commission (CTC) packed its bags and hit the road to seek out Australia’s funny bone. Canada Corroboree, the perennially popular industry roadshow, has just concluded a 10-day, five-city tour of Australia, which was themed around variety shows and the rich variety of Canadian travel experiences.
Canada Corroboree 2013 started in Perth Feb. 5, then steered through Sydney, Brisbane and Adelaide before concluding in Melbourne Feb. 14. More than 800 Aussie travel agents, tour operators and other industry folk came to the five cities to learn more about what makes Canada travel tick.
An “Australia Today Canada Tonight” variety show took centre stage each evening. Stand-up comedian Sam McCool charmed and engaged the audiences while facilitating conversations around Canada travel. Each of the 17 Canadian industry participants gave one or two highlights of their latest Canada products. The emphasis was on humour, via personal experiences and funny situations, competitions, dressing up or audience interaction.
CTC also brought key media to events in Melbourne and Sydney. Canadian industry partners each had two minutes to highlight their destinations as well as new and interesting product. Overall, 50-plus journalists brushed up their Canada knowledge at the Quay Restaurant, Sydney, with another 28 attending Hare and Grace, Melbourne.
Sydney played host to a full day of B2B activity for more than 25 Aussie wholesalers and Canadian industry reps. One-to-one speed-dating style appointments dominated the day, generating leads and business for Canada.
While Corroboree 2013 was making its way across the country, CTC-Australia also unveiled its spring/summer campaign, which focuses on online and prints ads. Its theme is similar to that used in Europe, with Canadian icons and imagery taking the lead role in encouraging Aussie consumers to book a trip this (Canadian) summer. The target Explorer Quotient® audience for the campaign is Free Spirits and Social Samplers.