Spring was sprung, bringing more global media influencers to Canada to share their stories to millions of readers.
Journalists are always on the hunt for the latest angle or the latest trend. Canada’s tourism experiences are full of great stories, authentic tales that can encourage consumers to book their next vacation.
The Canadian Tourism Commission (CTC) organizes FAM (familiarization) trips for leading media and bloggers in each of its key international markets to help deliver those stories. As part of our new quarterly series, we highlight some of the trips taken this past spring and the leading titles they were featured in:
Germany: Birgit Fischer-Schmidt, one of the world’s greatest-ever canoeists, joined five German national newspaper, magazine and radio journalists, including reps from WAZ, Spotlight and Deutschlandfunk, on a riding-and-rafting trip to the Yukon that started late June. Their itinerary included whitewater rafting, glacier flightseeing, Aboriginal culture and panning for gold, great material for a combined audience of more than 2.5 million Germans.
UK: The new Glacier Skywalk grabbed international headlines even before its official opening in May. Five leading UK journalists from The Times, Daily Mail, MSN, Grazia and Red magazine went to Alberta to get the adrenaline pumping, including a trip to the Columbia Icefield by motorcycle sidecar, a Canadian Signature Experience.
Great Canadian culinary experiences were the icing on the cake for four top UK food bloggers (Daily Spud, Farmersgirl Kitchen, FussFreeFlavours and The Lovage), who headed to Atlantic Canada in late May. They shared their stories and newly discovered recipes on social media using the #AtlanticCanadaEats hashtag. The trip got off to a fine start, with the foursome snaffling local ingredients and cooking their first authentic Canadian meal together in Halifax, NS, before travelling independently to the four provinces.
Mexico: A journalist and a photographer from Aeromexico’s Accent magazine (circulation 120,000) visited Whitehorse, YK, in early April. On their itinerary: ice fishing in Fish Lake, dining in the house of the author of “The Boreal Gourmet”, watching the aurora borealis, tasting Yukon Brewing craft beer, plus seeing Rivendell Farm’s greenhouse, El Dorado Game Ranch and Yukon River. Their trip produced an eight-page story, great news for Yukon for which Mexico is not a primary market.
South Korea: Two journalists (one writer and one photographer) from ABROAD magazine, one of South Korea’s major consumer magazines with a circulation of 50,000, made Atlantic Canada their port of call for a 13-day trip starting late June. They covered major attractions and experiences in New Brunswick, Nova Scotia and Prince Edward Island for a special 40-page brochure to be inserted in the August-October issue of the magazine and published online.
Australia: Three leading journalists took in a Canadian spring. Cameron McCool from DNA Australia visited Ontario in June as part of the build-up to World Pride. His story reached hundreds of thousands of Aussie consumers via DNA’s print, online and social-media channels. Gavin Bell took a FAM trip to Québec City, the Charlevoix region and Nova Scotia to gather material for a feature that ran in The Australian’s Weekend edition Destination Canada special. Finally, Andrew Fenton of the Sunday Telegraph, Australia’s highest-circulation newspaper, travelled to Quebec in June for a feature on Montréal and Québec City’s food and culinary scene.
China: Six of China’s most influential lifestyle journalists and bloggers took a foodie FAM trip to British Columbia May 8-16. The trip, run in partnership with Destination British Columbia, raised awareness of BC’s great culinary experiences and the Sunshine Coast, a new destination for the China market.
France: Four French travel bloggers, Adeline, Aurélie, Julie and Julien, took a one-week FAM trip in June from Whitehorse to Dawson City, passing by Kluane National Park. They travelled back in time to experience the Gold Rush, walk in Jack London’s footsteps and saw the can-can dancing at Gerties Gambling Hall. “Le Collectif des Bloggeurs Voyage” also enjoyed beautiful hikes, canoeing and horseback riding, which should all lead to great stories.