CTC News

Canada shines on the catwalk at LG Fashion Week in Toronto.

CTC brings international media and top US incentive clients to Ontario for the runway shows, shopping, fine Canadian cuisine and more.

08 November 2011

Dah-ling, you looked wonderful. The Canadian Tourism Commission (CTC) teamed up with IMG and tourism partners to bring international media and 20 leading incentive travel clients from the US to LG Fashion Week in Toronto, ON.  

The attendees were split into five groups for three- or four-day familiarization tours of Toronto, Niagara and Ottawa, with a focus on the stars and glamour of LG Fashion Week. Attendees had front-row accreditation to all the runway shows (including Lala Berlin, Pink Tartan, Bustle and Joe Fresh), backstage passes to get a real taste of how a top fashion show comes together (plus access to designers such as Joe Fresh’s Joseph Mimran) and use of a special Calgary Stampede-themed Canada VIP Lounge. For adventurous attendees, there was another backstage treat: having hair and/or makeup done by a professional L’Oréal artist.

Other trip highlights: staying at top Toronto hotels such as Le Germain-Mercer, SoHo Metropolitan and Four Seasons, personal VIP shopping at Holt Renfrew, eating out at top restaurants including Nyood, La Société and Malaparte plus a culinary-themed excursion to Niagara to Inniskillin Winery.

Media (a good mix of bloggers, broadcast and mainstream print peeps) came from most of CTC’s key international markets, including ELLE India,TVS from Japan, GTV and STYLE H magazine from South Koreaand Graziafrom France. Carrie Mitchell, The New Yorker writer who has been keeping consumers entertained with blog posts on CTC’s Canada Keep Exploring Facebook channel from Canada’s festivals and big events this past summer, was also there to share stories. CTC’s main tourism partners for the trips were Ontario Tourism Marketing Partnership Corporation, Tourism Toronto and Ottawa Tourism.

“This was a brand-new project for us—integrating marketing opportunities by hosting a mix of international media and top incentive clients,” says Greg Klassen, CTC senior vice-president Marketing Strategy and Communications. “Major fashion weeks such as Toronto’s attract high-yield international consumers, exactly the same as our target audience, so this initial exposure has laid excellent foundations for future activities.”

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