New brochure for meetings, conventions and incentive travel customers shows CTC’s country-wide expertise.
You can judge this book by its cover: the Canadian Tourism Commission (CTC) has just taken the wraps off a new brochure for its meetings, conventions and incentive travel (MC&IT) team.
The brochure ties in with the new MC&IT brand platform as well as highlighting each team member’s formidable expertise. Following in the footsteps of CTC’s global marketing platform that was recently unveiled in Australia,the MC&IT unit is showing off the great breadth of experiences and locations for business travel in Canada. And who better to have as guides than genuine experts who build partnerships, execute programs of every size and make meeting planners successful.
The theme of the new MC&IT brand platform is “More than you’re looking for,” revealing to meeting planners the unexpected gems in Canada. It harnesses the legacy of the 2010 Winter Games and other recent high-profile events in this country to position the MC&IT unit as the go-to and go-do team in North America. The brochure also clears lingering misconceptions around Canada, such as customs, border issues and the weather.
Aside from the brochure, new ads will be running in industry publications that speak to specific targeted audiences. There’s also a video featuring "The Greatest Secret in the World" by Halifax, NS, singer Rich Aucoin.
“Our sales team are real experts—we’re like a convention and visitor bureau for the whole of Canada,” says Michele Saran, CTC executive director, MC&IT. “It’s impressive: they know the products inside-out and have years in the field selling the dynamic, diverse nature of Canada successfully.”
Other MC&IT news: HelmsBriscoe named CTC as Destination Partner of the Year outside the United States. This award—given during the company’s 2012 Annual Business Conference in Reno, NV—is a big hat tip to a destination team that provided exceptional service and support to HelmsBriscoe and its clients over the previous year.