Canadian icons take starring role in new CTC campaigns in Germany, the UK and France.
New year, new projects and new potential travellers: the Canadian Tourism Commission (CTC) is off to a brisk start to 2013 in its European core markets with a new series of spring/summer campaigns.
These campaigns have just gotten underway in the Germany and the UK markets, with France ready and raring to go in a couple of weeks’ time. Powerful new images of Canadian icons are front and centre of the campaigns, which run until April 30.
The target audience is driven by three Explorer Quotient®types: Free Spirits in all markets, Authentic Experiencers in the UK and Germany and Cultural History Buffs in France. They are being wowed by ads in print, online and social media of Niagara Falls, the Rockies, the CN Tower, the splendour of Canada’s North and the natural wonder of Canada’s bears.
CTC partners for these campaigns are Ontario Tourism Marketing Partnership Corporation, Atlantic Canada Tourism Partnership, Travel Alberta, Tourism British Columbia, Tourism New Brunswick, Tourisme Québec, Air Canada and KLM.
“This campaign carries on the phenomenal momentum generated by the “Canada. Shared by Canadians” video that had such an impact this past fall in our core markets, especially in cinemas,” says Rupert Peters, CTC regional managing director, Core Markets. “Now we have successfully differentiated ourselves from our international competitors, we’re looking to convert all that pent-up interest into bookings for Canada.”
As 2012 drew to a close, CTC-UK partnered with Canadian Affair for a radio promotion on the back of a Michael Bublé Christmas special on the Heart FM radio network. The Canadian crooner acted as guest DJ for the two-hour show, which was syndicated across different UK radio stations to a potential 80,000-plus audience. Three different holiday-themed ads promoted both CTC’s UK consumer website and special Canadian Affair packages.
While the main French campaign has waited in the wings, CTC-France partnered with the La Criée restaurant chain and the Canadian Embassy in France for a “Ma Criée au Canada” promotion. Running in 47 restaurants across France until Jan. 31, the promotion centres on 350,000 mini brochures that feature 10 tour-operator Canadian summer 2013 packages. La Criée wait staff has been wearing special maple-leaf aprons during the promotions, while diners have also had a chance to enter a prize draw. At stake is a grand prize of a two-week trip for two to Canada worth €6,000 including flights, hotels and car rental.