New website with intro by Akshay Kumar, Facebook page and interactive game look to tap into one of the world’s fastest-growing outbound travel markets.
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What do you get if you mix a rapidly expanding economy and a growing and affluent middle class with a keen desire to travel? Answer: India, one of the world’s emerging economic powerhouses with a burgeoning army of consumers eager for new travel experiences.
Into that potent blend comes the Canadian Tourism Commission (CTC)’s new consumer campaign. It’s based around a new website, where consumers are greeted by Akshay Kumar, Bollywood megastar and Canada’s tourism ambassador to India, saying “This is my Jannat. This is our Canada.” The website features unique Canadian experiences with links to tour packages around Canada from leading travel agents, as well as an interactive game that offers entrants the chance to win one of many prizes, including six free trips for two to Canada plus iPads.
Bolstering the campaign is a fresh Facebook page and banner advertising on sites such as Yahoo!, Rediff and Vdopia. There’s print advertising in newspapers (including Mint, The Economic Times and Business Standard) as well as travel and leisure mags (including Outlook Traveller, Lonely Planet and GQ India). CTC is also using radio ads for the first time in India: peak-time commuters in Delhi and Mumbai will hear snippets of the experiences that Canada offers as well as travel info.
On the back of the campaign will be training for travel agents who are keen to sell Canada, with CTC-India conducting sessions in various Indian cities throughout 2012. And in spring comes Focus Canada 2012-India in Jaipur (March 13-15), with CTC hosting some 70 Indian travel agents and 50 Canadian suppliers.
“Indian consumers have a wonderful appetite for travel and exploring the world,” says Derek Galpin, CTC managing director, India and China. “The Indian market offers tremendous potential: leading tour operators are reporting a significant increase in bookings and enquiries for Canada as they launch their spring and summer tour programs.”