Events in major German cities evoke travel experiences through tasting Canadian cuisine.
A country’s cuisine captures its character and is the starting point for thousands of great stories. (For England, roast beef; for France, wine and cheese; for Mexico, ceviche; and so on.) So the Canadian Tourism Commission (CTC) invited groups of German journalists to three separate events in Berlin, Hamburg and Munich in November for media events combining Canadian cuisine and travel stories.
The media events were held at prime locations: the Swissôtel (Berlin), Fairmont Hotel Vier Jahreszeiten (Hamburg) and Mandarin Oriental (Munich). Each event was based on a gourmet trip across the four points of Canada’s compass: northern, southern, eastern and western cuisine were all represented as well as wine and cider from Ontario, British Columbia and Quebec.
Attending journalists immersed themselves in the food and beverages as soon as they arrived via some interactive amuse bouches: shucking their own oysters, making taffies in the snow or mixing their own Canadian cocktails. From there it was straight to the seated dinner and a culinary odyssey around Canada. During the dinner, CTC high-definition b-roll footage played on screens around the room to link the food to journeying through the country itself, and CTC’s tourism partners took turns for three-minute presentations on their 2012 media stories.
There’s plenty of tales out there: 100 years after the sinking of Titanic, the Calgary Stampede Centennial, the new national park on Sable Island, NS, the art of Fogo Island, NL, and more. Next year will also see the start of a press trip initiative with a difference: media visiting Canada will have the use of a motorhome to go out and explore Canada for themselves, while blogging on CTC’s social-media channels.
Partnering CTC at the events wereAir Canada, Newfoundland & Labrador Tourism, Ontario Tourism Marketing Partnership Corporation, Travel Alberta, Tourism British Columbia, Travel Manitoba, Tourism Nova Scotia, Tourism New Brunswick, Tourism Prince Edward Island, Tourisme Québec, Tourism Saskatchewan and Tourism Yukon.