CTC News

Follow the Royal Tour with the CTC.

Media Centre assets put journos in the picture, while bloggers and film crew get ready to follow William and Kate’s footsteps.

27 June 2011

Their Royal Highnesses the Duke and Duchess of Cambridge arrive in Canada this week for the start of their first official overseas trip as a married couple. The Canadian Tourism Commission (CTC) is ready and waiting to roll out the royal red carpet in readiness for the biggest media event in our country this year.

We’ve created a special section on our Media Centre website for the 2011 Royal Tour of Canada. Here, online, print and TV journos can find free-to-use assets, including b-roll video, photos and factsheets on the Canadian places their Royal Highnesses’ (William and Kate) will be visiting.

An accredited video crew, editor and two bloggers (Julie Ovenell-Carter and Maurice Li) will be following the tour and producing a raft of new material daily. On the Media Centre: high-res photos and an end-of-day video update package. CTC’s “Canada Keep Exploring” Facebook channel: a special “Royally Curious” tab will house Julie and Maurice’s blog posts and pix via Tumblr and Instagram. They’ll also be posting their material on CTC’s Twitter channel. As part of a collaboration with Canadian Heritage, the CTC team will be part of the daily media briefings for the thousands of international media following the trip.

The Royal Tour starts in Ottawa, ON, on Thursday (June 30). On Canada Day, their Royal Highnesses will attend a citizenship ceremony at the Canadian Museum of Civilization and hand out Canadian flags to the latest batch of citizens. They will then take a landau to Parliament Hill to enjoy the official festivities, including fireworks and a rock concert.

On July 2 they will head to Montréal, QC, to meet war veterans and their families before taking part in a freedom of the city ceremony in Québec City, QC, on July 3. On July 4, it’s off to Charlottetown and Summerside, PEI (known the world over as home to Lucy Maud Montgomery’s Anne of Green Gables), to make a splash themselves with dragon boat racing and tucking into local culinary faves such as lobster and chocolate-covered potato chips.

Next, the royal couple will jet north to Yellowknife, NWT, for July 4 and 5, where they will be greeted by a First Nations people prayer drum song and dances. While in Canada’s North, they plan a campfire chat with young people, letting them spill the beans on their lives in the wilderness.

The tour concludes in Alberta July 6 to 8, including the start of the Calgary Stampede. We can expect to see plenty of images of their Royal Highnesses proudly wearing 10-gallon hats and dressed more casually in jeans.

There has been other royal-related activity in some of CTC’s key international markets. We recently concluded a Facebook competition in the US  with a prize package for American consumers to “Travel like the Royals.” As part of the second phase of our consumer campaign in China, we’ve teamed up with microblogging mega-company SinaWeibo to promote Canada travel during the tour. And in the UK, which is still awash with William and Kate fever, we teamed up with Canadian provincial and territorial partners to bring five days of Canada to ITV’s “Daybreak” show. There will be a full report on that in CTC News later this week.


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