CTC News

Banff and Lake Louise headline new Paddy Pallin catalogue for Aussie adventurers.

CTC and tourism partners bring Australian outdoor specialist to shoot in Alberta for 2012 winter catalogue.

23 November 2011
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Australians have a great affinity for exploring the outdoors (we don’t just mean Crocodile Dundee). So the Canadian Tourism Commission (CTC) teamed up with tourism partners to bring major Aussie outdoor specialist retailer Paddy Pallin to the spectacular setting of Banff and Lake Louise, AB for its 2012 winter catalogue shoot.

Skiing and boarding? Of course. But a Canadian winter offers so many more experiences. The Paddy Pallin three-person team captured as many as possible on during the five-day catalogue shoot Nov. 14-18. Its stars were Aleisha McCormack and her fiancé Rich Maddock, who won the “Strike a Pose in Banff” competition this past summer to star as the catalogue models as part of a multimedia campaign.

The 84-page catalogue has a wide audience Down Under: more than 40,000 copies will be printed and distributed from April through October 2012 to Paddy Pallin members and at Paddy Pallin sponsored events. It will also be available on the Paddy Pallin website and via its Facebook page, as well as slated for extra promotion via two e-newsletters.

CTC partners for this promotion are Banff & Lake Louise Tourism and Travel Alberta. As part of the promotion, Aussie consumers can pick up CTC and Banff & Lake Louise Tourism brochures in Paddy Pallin stores. The inspirational images will be also put to good uses on other Paddy Pallin advertising, such as its homepage banner. And there will be magazine ads in Virgin Blue Voyeur, Australian Geographic and Australian Geographic Outdoor.

 

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