CTC boosts awareness of Canada’s vibrant festival scene via FAM trips to Pemberton and Osheaga.
The world knows Canada for its amazing natural wonders, but many people remain unaware of our country’s funky, youthful culture, which rivals that of our friends in the US. The Canadian Tourism Commission (CTC) set out to change those perceptions via two FAM trips specifically targeted at a young audience.
First up was the Pemberton Festival July 16-20. Its array of big music names, including Nine Inch Nails, Deadmau5, Outkast and St. Vincent, drew huge crowds to this part of British Columbia. CTC chose influencers from social media’s top ranks for this trip: Ben Brown and Steve Booker both have huge followings in the UK, while Americans Tim Mcgurr and Tyson Wheatley have legions of devoted fans on Instagram.
The bloggers had their own cars to go and explore Vancouver, Pemberton and points in-between, including Capilano Suspension Bridge, Britannia Mine Museum, the new Sea-to-Sky Gondola, the PEAK 2 PEAK Gondola, mountain biking, night life, street food, quad biking and the festival itself.
They shared their images, videos and stories to hundreds of thousands of followers on YouTube, Instagram, Twitter and blogs. Initial results were encouraging: CTC’s Instagram account gained 10,000 followers within a week, while the videos garnered an average 50,000 views each.
Next came the Osheaga Festival Aug. 1-3 in Montréal, QC. CTC tapped into international girl power, uniting Texas-born Andrea Dabene and Los Angeles-based Jessica with Adrienne Pitts from the UK for an itinerary that blended local cuisine, staying in a cabin, ziplining, shopping in Saint-Sauveur, old Montréal and the delights of Osheaga itself.
“We brought over influential youth bloggers, who are highly engaged with their audience, to show off a different side of Canada,” says Suzanne Reeves, CTC executive director Youth Travel. “They soaked up the people and the atmosphere of two fun music scenes and translated that into compelling content that will help encourage other young travellers to come to Canada.”