First consumer campaign in China since ADS agreement has a personal touch.
The Canadian Tourism Commission (CTC) has just launched Canada’s first major consumer-focused advertising campaign in China. “Say hello to Canada” aims to introduce Canada to potential Chinese travellers in the same open, informal way as making a new friend.
The objective is to generate interest in Canada as a leisure destination in the world’s most rapidly growing outbound tourism market. The campaign is CTC’s first in this market since 2010’s official signing of the Approved Destination Status (ADS) agreement between the Chinese and Canadian governments.
Advertising for “Say hello to Canada” will feature heavily online, including key social-media platforms such as Kaixin, video-sharing sites such as Youku, search engines and micro blogs as well as travel, lifestyle, news and culinary websites. There will also be ads in leading newspapers and travel or lifestyle mags, such as Shanghai Weekly, The Bund and National Geographic. To pique Chinese interest further, an online game will have prize trips to Canada at stake.
“We are aiming primarily at affluent and well-educated 25- to 34-year-olds in this initial campaign,” says Derek Galpin, CTC managing director China/India. “Our research shows that they are the most inclined to long-haul travel and then to get out and explore Canada once they arrive.”