CTC News

CTC breaks the ice on new winter campaign for Australia.

Facebook quiz, QR codes and more takes consumers beyond skiing to embrace a Canadian winter.

19 July 2011

Now is the winter of Australia’s content made glorious. A new campaign by the Canadian Tourism Commission (CTC) aims to build on the growing appetite for long-haul travel in this market and boost bookings for Canada winter travel.

The campaign microsite builds on the design strengths of this year’s spring/summer work for CTC’s European core markets (France, Germany and the UK). The print advertising has QR (Quick Response) codes that zip readers to a destination-related mobile page where they can check out reviews and images.

Australian Facebook fans can take part in a cool Facebook contest, too, which launched July 21. Like a horoscope, “Winterscope” collates consumers’ answers to a quiz to discern their Canadian winter personality, such as “Koala Hill Hugger,” “Hip-Hoppin’ Ice Kanga” and “Tasmanian Powder Devil.” “Winterscope” will also serve up tailored winter experiences that reflect a consumer’s answers. The prize: a $10k trip for two to Canada with SkiMax.

Aside from skiing and snowboarding details, the campaign also highlights other iconic Canadian winter experiences and city breaks such as skating on the Rideau Canal in Ottawa, ON, going on an Arctic safari (polar-bear viewing in Churchill, MB) or staying in the Hotel de Glâce in Québec City, QC.

The campaign focuses predominantly on consumers in the main eastern Australian cities of Sydney, Brisbane and Melbourne. Target Explorer Quotient types are Free Spirits and Social Samplers. Partnering with CTC for the campaign are Tourism British Columbia, Travel Alberta, Big White and Silver Star Resorts and the Canadian Destination Ski Consortium.

Print and online advertising will appear in newspapers such as the Herald Sun and Sunday Telegraph, as well as in Luxury Travel & Style, Gourmet Traveller, Men’s Health and Women’s Health magazines.

“We’re looking to shift the consumer mindset from merely thinking about Canada to actually booking a trip,” says Rupert Peters, CTC regional managing director, Core Markets. “This compelling campaign makes Canada stand out from its competitors in the Australia market.”



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