New winter programs for Chinese consumers plus 2015 expansion plans added to the buzz at major international CTC marketplace in China.
Winter (in Canada) is coming. The China office of the Canadian Tourism Commission (CTC) has launched the first round of winter programs on CTCTV, its innovative content marketing initiative in this giant Asian tourism market.
The launch came at Showcase Canada-Asia, CTC’s biggest tourism marketplace held outside Canada. More than 120 regional buyers—drawn from China, Taiwan, Hong Kong and South Korea, as well as debuts from Indonesia, Singapore, Malaysia, Thailand and the Philippines—met reps from 108 Canadian tourism businesses for four days of business and network building at the Shangri-La Hotel Shenyang.
The financial core of the marketplace, which ran Oct. 19-23, was 96 15-minute sessions of one-to-one B2B appointments. There were also evening receptions hosted by designer outlet McArthurGlen plus UnionPay and Banff & Lake Louise Tourism. CTC chose Shenyang as host destination for 2014 due it being one of the five Chinese gateway cities that offers direct air services to Canada, as well as being easy to get to from Beijing.
Li Nina, Olympic double silver-medallist freestyle skier, joined 40 Chinese media for the CTCTV winter kick-off event. The new programs will highlight Canada’s extraordinary skiing, snowboarding and other seasonal activities. Ontario Tourism Marketing Partnership Corporation, Tourisme Québec, Travel Alberta and Destination British Columbia were CTC’s partners for the launch.
CTC-China used the Showcase to brief Canadian sellers on plans to expand the programs on CTCTV in 2015. Chinese viewers can expect more celebrities and more live filming from Canada, particularly from locations of the Canadian Signature Experiences program, which will create many partnership opportunities for Canadian tourism businesses. Currently, most Chinese consumers watch the programs via iQiYi, the country’s leading video-streaming website, with an average audience of 700,000 per program.
“CTCTV has been highly successful in building awareness and excitement among affluent middle-class Chinese travellers,” says Derek Galpin, CTC-China managing director. “Our targets for 2015 are to increase the audience for each program to one million, increase conversion plus expand the video and advertising opportunities for our Canadian partners.”