Inaugural Ski Canada campaign highlights skiing, snowboarding and other great winter activities to booming market.
Let those cowbells ring loud and proud. The China office of the Canadian Tourism Commission (CTC) has launched its inaugural Ski Canada campaign to promote the excitement of life on the piste to Chinese consumers.
The multimedia advertising campaign targets independent Chinese travellers and small groups, primarily aged between 25 and 45, who have an increasing appetite for winter vacations. The ski industry is booming in China, fuelled by increased personal wealth, with the latest study showing there are more than five million skiers. The Ski Canada campaign will be reinforced by promotions on Chinese social networks including Aiqiyi, Youku, PPTV, RenRen, Douban, Weibo and Wechat.
The official launch took place at Nanshan Ski Resort, a large ski area just one hour from Beijing. The resort is an exclusive Chinese partner in the campaign: the Canada Ski Café is emblazoned with the Canada brand and images of Canadian ski resorts, while Ski Canada brochures and video displays throughout the resort help interested consumers find the best package.
CTC’s latest Global Tourism Watch research reveals that Chinese consumers have a high awareness of Canada as a top ski and snowboard destination. Unlike other mature travel markets, even the most ardent Chinese ski fan would likely hit the slopes for less than half their trip, seeking other activities as well. Ski Canada also features compelling images and packages to cover those interests, such as snowmobiling, dog sledding, polar-bear viewing, the aurora borealis (Northern Lights), ice fishing, tubing and attending the Carnaval de Québec.
Ski Canada will get a further boost in early 2014 with four special episodes on the Travel Channel of CTC’s “Canada, You can be a Star” TV promotion featuring skiing, snowboarding and other winter activities in Alberta.
CTC-China’s salopette-wearing partners for the campaign are Destination British Columbia, Travel Alberta, Ontario Tourism Marketing Partnership Corporation, Northwest Territories Tourism and Tourisme Québec.