CTC News

Industry update: fresh social media content delivers success for Canada’s tourism industry.

Bruno the Bear and McCardell the Moose bring education and laughs for Banff, while travellers can find inspiration in Yukon’s wild side.

28 May 2015

Content marketing is a hot tourism topic in 2015. Businesses everywhere are seeking to provide the compelling stories that will engage travellers and inspire them to choose a destination, and social media provides a great way to share those tales.

Canada, with its awesome nature, vibrant cities and welcoming people, is rich in raw material for these stories. The Canadian travel industry’s voice is strong in the marketplace, and we at the Destination Canada are more than happy to broaden the reach via Destination Canada News.

So, don’t be shy: if you know of some compelling Canadian content on social media that needs a wider audience, let us know. Details on how to do just that are ate the end of this round-up.

  • Bear necessities: Banff Lake Louise Tourism has produced a series of funny animated YouTube videos to engage with travellers. “How to Banff” features Bruno the Bear, McCardell the Moose and Peyto the Porcupine trying out different activities, such as skating, cross-country skiing, tubing and even hot tubbing. The videos are a great mix of humour and education.


  • Dreaming of gold: Ontario Tourism has released its latest TV ad in the build-up to the Toronto 2015 Panam and Parapan American Games. It’s impossible to watch without your pulse rate rising…

  • Tellers of tales: Tourism Yukon’s digital storytelling project continues to deliver compelling content, taking YouTube audiences deep into the wild via helicopter. The latest episode features filmmaker Kieran O’Donovan and the inspiration he draws from Yukon’s nature and wildlife.


  • These boots are made for walking: Travel Alberta has unveiled Instahikes, a new Instagram account that gives travellers a first-person taste of some of the great hikes in the province. The first five highlighted are:Cavell Meadows, Jasper National Park; Johnston Canyon Ice Walk, Banff National Park; Larch Meadows, Banff National Park; Maligne Canyon, Jasper National Park; and Sulphur Skyline, Jasper National Park. Each hike starts off with a map showing distance, duration and difficulty. A series of photos take users from start to finish. Alberta Instagrammers Callum Snape and Taylor Burk captured the footage.


  • Fresh look: Tourisme Montréal has unveiled a new brand image to express the city’s creative and dynamic identity. The image is based on seven themes that highlight the year-round events and attractions the city has to offer: Winter: Montréal Lights Up(Igloofest, MONTRÉAL EN LUMIÈRE, Nuit Blanche); Spring: Montréal Connects(Montréal’s Digital Spring and other events); Early summer: Montréal Revs Up(the Formula 1 Grand Prix); Summer: Montréal Ignites(flagship festivals such as the Festival International de Jazz de Montréal and Just For Laughs); Early fall: Montréal Shows Off(a diverse cultural program); Late fall: Montréal Indulges (the popular restaurant week, MTL à TABLE); Holiday season: Montréal Celebrates(showcasing family activities and holiday celebrations).
  • In the eyes of the beholders: Tourism New Brunswick’s new campaign focuses on different aspects of the Atlantic province’s beauty. From the tastes of authentic local cuisine (including seafood, naturally) and beaches to pure Acadian joie de vivre, there are plenty of ways for travellers to have a memorable experience.

Have you seen great examples of social-media travel marketing in Canada? We are always grateful for tips for this regular CTC News series, as our eyes can’t be everywhere. E-mail the ctcnews [at] ctc-cct [dot] ca (Corporate Communications team), drop us a tweet @DestinationCAN or post a comment below.

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I would like to let you know about a video series Edmonton Tourism has been working on and thought you might find it a fit for Destination Canada News. It’s called ‘You Think You Know Edmonton’ and showcases those Edmonton gems that locals love and visitors need to discover. Instead of shooting your typical “tourism” promotional spots, we reached out to passionate Edmontonians to have them tell their own unscripted stories about what they love in Edmonton. We chose our stars not necessarily for their audience or influence but their emotional connection to the subjects.

These videos live on our YouTube channel but we have spread out our efforts by promoting shorter versions on Facebook, Twitter, Instagram and exploreedmonton.com. We have released five so far and have had such great feedback we are going to continue with the theme into the winter. One big difference with this next set is that we will be going to the public on our social channels looking for their suggestions on subjects to cover, with prize packages awarded to those whose stories we choose.

Here's the playlist: https://www.youtube.com/playlist?list=PL7HovaASckZgmarsAa61SRz3QRXEqKGra

If you have any questions or would be interested in further details don’t hesitate to get in touch.

Chris Foster
Digital Media & Assets Manager
Edmonton Tourism