Aspirational consumers in fast-growing Latin American market urged to pack their skis and head for sensational snow experiences.
The joint partnership with Air Canada is targeting wealthy, aspirational Brazilian consumers, who increasingly enjoy heading to the mountains for winter fun as part of their three international trips a year. A series of print and online ads is promoting special sweet ski travel deals to western Canada, courtesy of eight Brazilian tour operators, via the campaign website.
According to CTC’s latest Global Tourism Watch report, the majority of current Brazilian travellers to Canada are aged 35 to 54, well-off, upper-class and have enjoyed a good education. However, it’s the youth market that holds sway in terms of future interest.
The campaign also looks to the future: the tour operators will select a group of leading travel media to go on a FAM trip to experience the great skiing experiences themselves, who will then share their stories with their readers. CTC’s Canadian tourism-industry partners for the campaign are Tourism Vancouver, Banff & Lake Louise Tourism, Tourism Whistler and Whistler Blackcomb.