CTC News

CTC strikes gold at prestigious 2010 Adrian Awards.

Olympic Torch Relay TV report and Sports Illustrated shoot take the international marketing podium.

02 February 2011

The one-year anniversary of the 2010 Winter Games is just around the corner, but the awards keep coming. The Canadian Tourism Commission (CTC) collected two awards on Jan. 31 at the annual Adrian Awards Gala at the New York Marriott Marquis, NY, USA. 

Hospitality Sales and Marketing Association International (HSMAI) hands out the awards each year to honour outstanding work in advertising, public relations and digital marketing in the travel industry. CTC claimed gold in the “Feature Placement—Television” category for NBC’s “Today Show” host Matt Lauer’s run with the Olympic Torch in Burnaby, BC, the day before the start of the 2010 Winter Games. The entry highlighted how the segment raised awareness of Canada as a top-notch travel destination, which was extended further when Lauer was interviewed by Oprah.

CTC’s work in hosting four Olympic hopefuls for Sports Illustrated’s (SI) celebrated swimsuit issue came away with a silver award in the “Feature Placement—Print” category. Lindsey Vonn, Hannah Teter, Clair Bidez and Lacy Schnoor all came to Whistler, BC, to take part in the shoot. The special issue garners a huge readership: 69 million people in the US, plus 116 million page views online and 11.8 million video views on the SI website.

“We’re delighted to have picked up two more awards as a result of our hard work in the run-up to last year’s Games,” says Gloria Loree, CTC executive director, Global Communications. “One of the key foundations of our Olympic strategy was for our Global Media & PR team to build relationships with key media—these stories are just two examples.”



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