Longest campaign in recent years capitalizes on global exposure from the 2011 Royal Tour
The Canadian Tourism Commission (CTC) has extended its spring/summer consumer marketing campaigns in Germany and the UK until early August. This represents the longest-running CTC campaign in recent years.
Consumer awareness and interest in Canada in these two markets has had a serious boost due to the recent 2011 Royal Tour in this country by their Royal Highnesses the Duke and Duchess of Cambridge. The campaign aims to entice last-minute travellers with specially priced travel packages from key tour-operator partners.
Online banner advertising and targeted e-mail Explorer Quotient database marketing are the main ingredients. The primary platforms are MSN, Yahoo, The Telegraph, The Guardian, Condé Nast Traveller and Die Zeit.
"We moved quickly to allocate additional funding in two of our prime European markets so that we could seize the unique opportunity of the increased visibility and immense coverage for Canada through this Royal Visit,” said Rupert Peters, CTC regional managing director, Core Markets. “Our aim is to convert this increased interest in Canada and to capitalize on the current climate of last-minute bookings.”