Wanted: thrills and spills to share via Red Bull’s Signature Series events in Canada and fresh brand advocates via Zuberance.
Social media allows plenty of experimentation. The Canadian Tourism Commission (CTC) is back at the cyber Bunsen burner with two new pilot projects.
First up: a Canada Brand Advocate program with Zuberance, which began last month. Using tour operators in Germany and Mexico (America Unlimited and Viajes El Corte Inglés), Zuberance fired off a series of targeted e-mails to the operator databases, asking consumers whether they had been to Canada.
Previous visitors are redirected to a dedicated page to fill out a review of their Canadian travel experiences, which they can then share via their social networks using a customized link. The website will also have links to special offers via tour operators. The aim is to tap into the vast army of existing past Canada travellers, using their own unique stories to encourage their friends and families to make their next adventure a Canadian one.
For a bigger adrenaline rush, CTC has teamed up with Red Bull for its Canadian Signature Series events. Athletes take part in an action-packed series of different sports, all guaranteed to get their, and the audience’s, hearts pumping.
Red Bull shares the series to millions of TV viewers on via TV(NBC), social media, the Red Bull website, The Red Bulletin magazine and mobile apps. CTC’s partnership will drive awareness of Canada as a tourism destination and bolster Canada’s brand through integrated content and advertising on the different platforms. Red Bull will also share specific CTC content via their Twitter, Facebook and Instagram networks.
The partnership began with the Crashed Ice event in Niagara Falls, ON, followed by Crashed Ice in Québec City, QC, and Supernatural Snowboarding in Nelson, BC, in March, before wrapping up with the Whistler, BC, mountain-bike spectacular Joyride in August.