CTC News

CTC reaches for the UK skies in new promotion with KLM.

Facebook contest capitalizes on airline’s social-media expertise to entice Brits to take a Canadian road trip.

06 June 2013
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Being inspired by Canada can give you wings. The Canadian Tourism Commission (CTC) has teamed up with KLM for a pilot project to spark UK consumers’ enthusiasm for Canadian travel experiences.

Brits can now enter a Facebook contest via a microsite: “Win a Road Trip of a Lifetime to Canada with KLM.” At stake is a trip for four people (plus $1,000 in spending money), with the itinerary mapped out by Frontier Travel.

Entrants to the contest do so by “building” their own trip:

  • Select the departure city in the UK or Ireland
  • Select the arrival city in Canada (Vancouver, Calgary, Toronto or Montréal)
  • Select the rental car (from a choice of four, sponsored by Avis)
  • Select three friends to come along via Facebook
  • Select different activities in the city of choice (such as heli-yoga or a trip up the Icefields Parkway).

The contest closes June 21, with the winner to be announced July 1 and the trip to be taken in either August or September.

The lucky foursome will be accompanied by a videographer on their Canadian adventure. KLM and CTC will share the finished video, which will feature a soundtrack from an up-and-coming Canuck band, on their social-media platforms at the end of 2013.

“KLM has a fantastic reputation as being extremely savvy in the social-media space, so we snapped up the chance to partner with the airline and use their expertise,” says Kate Duffy, CTC Social Media manager. “The contest is already inspiring Brits to consider Canada by showing them a dream itinerary and activities here.”

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Comments

Hi Mike - KLM is part of Skyteam (https://www.klm.com/travel/ca_en/about/company/skyteam_partners/index.htm). As such, it was KLM who also chose four gateway cities from Amsterdam for this promotion.
Best, Mat

Why is Halifax missed form the list of Cities?. Last time I checked KLM was part of Star Alliance, or did that change?