CTC News

New CTC campaign looks to inspire European consumers.

#Selfieswap promotion drives engagement with travellers via inspirational Canadian images.

19 November 2014

Tired of boring photos cluttering up your smartphones and computers? Swap them for inspirational images of Canada.

That’s the theme of the Canadian Tourism Commission (CTC)’s latest campaign in its core European markets of France, Germany and the UK. The campaign is backed by digital media advertising, including video ads and a UK partnership with MailOnline. European consumers who visit the campaign website can swap their dull images for great pictures of Canada and enter into a draw to win a trip to Canada.

The campaign is being reinforced on social media: 10 influencers—Iain Mallory, Angelika Schwaff, Ben Brown, Brice Portolano, Mathieu Le Lay, Jennifer Latuperisa, Adeline Gressin, Aurélie Amiot, Julie Sarperi and Julien Grenet are promoting the contest using the #selfieswap hashtag as well as sharing tips on how they choose their images of Canada for publication. The target Explorer Quotient® audience for the campaign are Free Spirits, Cultural Explorers, Authentic Experiencers and Cultural History Buffs.

“We are evolving our work in a way that allows the Canada story to be told all year round via content marketing, and this campaign is a big step in that direction,” says Gloria Loree, CTC executive director, Global Marketing. “We will be using content marketing to engage and inspire consumers, helping them picture themselves on a great Canadian vacation.”

With winter just around the corner, CTC-UK geared up for ski season in late October by hosting networking event for leading ski media and tour operators along with Canadian industry partners: Destination British Columbia, Tourisme Québec, Travel Alberta, Tourism Whistler, Tourism Jasper, Tourism Sun Peaks, Ski Big 3, Destination Mont Tremblant and Resorts of the Canadian Rockies

“We remain fully committed to the ski market in Canada, which remains a popular reason to travel for UK consumers,” says Rupert Peters, CTC vice-president International (interim). “Our upcoming work in this sector around content marketing, combined with FAM trips for top-rank media and tour operators should further cement Canada’s position as the leader in the international ski market.”

  • CTC-UK also encouraged travel agents to “flag up” reasons to visit Canada at World Travel Market in London, Nov. 3-6. The promotion was a celebration of the pending 50-year anniversary of Canada’s iconic maple-leaf flag, which was created in 1965 to be “a rallying symbol and hence be a unifying force.”  Twenty-seven partners joined CTC-UK staff at the Canada booth in ExCeL London to meet some of the thousands of tourism-industry major players from almost 5,000 businesses. Air Canada sponsored the Canada Lounge, and for the third successive year there was a bloggers event (Reboot, Recharge and Re:Canada) at the stand. WTM garnered substantial coverage; international media made a beeline to the giant B2B show, with nearly 3,000 on the hunt for hot tourism stories.
  • Kudos corner: CTC-UK picked up the “Best North American Tourist Office” prize at the 2014 Travel Bulletin Star Awards at the Landmark Hotel, London. The awards are voted on by travel agents across the UK and were a highlight of a busy summer for the UK team, which hosted roadshows in London and Manchester, attended by more than 180 travel-trade reps. 



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