CTC News

CTC’s Ski Canada campaign tempts Brazilian travellers.

Aspirational consumers in fast-growing Latin American market urged to pack their skis and head for sensational snow experiences.

24 October 2013

It’s time to hit the slopes. The Brazil office of the Canadian Tourism Commission (CTC) has brought the excitement of winter sports to Latin America with a new Ski Canada campaign.

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.

  • Canadian inspiration: CTC’s India office recently took some key Indian partners on a highly successful FAM trip to British Columbia, Alberta and Yukon . The group enjoyed a Rocky Mountaineer train ride from Vancouver, BC, to Jasper, AB, as well as the chance to see the aurora borealis. The final FAM trip of 2013 will see seven travel agents going to Quebec. These trips are an ideal way to inspire overseas agents and operators to sell more Canada when they return to their home countries. 

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