CTC and partners bring top model TV show to film in Toronto and Niagara.
When the catwalk calls, Canada can put its best foot forward—especially in a pair of Louboutins. Building off a growing international reputation for glamour, the Canadian Tourism Commission (CTC) and tourism-industry partners brought OnStyle TV to Toronto and Niagara Falls, ON, from South Korea to film episodes this past summer of the fifth season of “Korea’s Next Top Model.”
The first episode has just been broadcast in this Asian tourism market. There was also a contest on CTC South-Korea’s Facebook page and OnStyle TV’s official website to help boost viewer numbers. South Korean consumers had to watch the Toronto episode, then share an image of them doing so and their most-wanted Toronto spot. The winner claimed a three-night trip to the city.
Interpark, South Korea’s largest online tour operator, has also developed special packages to align with the episodes’ content.
OnStyle TV is a trendy fashion channel in South Korea, mainly watched by women aged 20-35. CTC’s research for South Korea indicates that shopping remains the most popular activity for travellers from this Asian market. Visitor numbers to Canada in the first seven months of 2014 are just shy of 100,000, up 11% on the previous year.