Explora Canadá, a special sales-boosting week of events, culminates in a food fair in Mexico City.
The Mexico office of the Canadian Tourism Commission (CTC) put the haute into Canadian cuisine in October. Explora Canadá, a seven-day promotion to boost sales and keep Canada top of mind among Mexican travellers, was crowned by a culinary fair in Mexico City.
For two days, Mexican consumers hungry for Canadian experiences could sample food such as Canadian beef with ice wine and Canadian sirloin steak with beans, get tips from leading Canadian chef Wayne Murphy and the Mexican chef Alfonso Cadena, learn about the best schools for studying in Canada and enjoy the finale of an interuniversity gastronomy competition.The culinary fair was held jointly with Agriculture and Agri-Food Canada and the Canadian Embassy in Mexico.
The thrust for Explora Canadá came from a printed catalogue of one-off deals for Canada, distributed to more than 5,000 Mexico City travel agencies and available online to the rest of the country. There is also an educational element. Fourteen Canadian universities and schools took part to entice Mexican students to study in Canada, a big focus for CTC’s emerging markets in 2014.
Capitalizing on that surge of interest in Canada, CTC-Mexico also launched its winter campaign this month, showing Mexican travellers how to get the top seasonal products in British Columbia, Alberta, Ontario and Quebec.The campaign is based around print, online and radio ads.