CTC News

Industry update: Canadian travel industry hits the social-media bulls-eye.

Destination British Columbia pioneers use of virtual reality, while Air Canada and WestJet ensure there’s not a dry eye in the house.

05 February 2015

Technology offers a plethora of ways to take a fresh approach to tourism. At the current rate of progress, travellers might feel more like to Colin Farrell in “Total Recall” than the current breed of intrepid explorers.

The Canadian tourism industry is at the cutting edge of testing new tech to broaden our country’s appeal to modern travellers, as well as using tried and trusted video storytelling. We at the Canadian Tourism Commission (CTC) are always delighted to share these initiatives as a regular digest on CTC News.

However, if you think we might have missed an ace, then share those Canadian tourism social-media winners. Check the foot of this story for details on how to do just that.

  • Step aside, Isaac Asimov: Destination British Columbia has brought sci-fi to tourism marketing. It provided an Oculus Rift virtual-reality experience to American travel-trade pros and media that showcased the province. “The Wild Within” consisted of a mountain hike and a boat ride to meet sea lions.
  • Great tidings of comfort and joy: Air Canada scored a seasonal social-media hit in late 2014. As part of its #ACgiftofhome campaign, Air Canada staff went to “The Maple Leaf,” a pub in Covent Garden, central London, beloved by Canadian expats. There they handed out surprise round-trip tickets so that Canadians could be home with their families over the holidays.

  • International acclaim: Not strictly social media, but kudos to Fogo Island Inn, which was named a founding member of the new National Geographic Unique Lodges of the World program. The Inn’s unique architecture, setting and culture made it a natural fit.
  • Silver bells: WestJet also hit the bulls-eye with its seasonal offering in December 2014. The WestJet Christmas Miracle theme has proved an annual hit: this year, the crew headed to the Dominican Republic for the “Spirit of Giving,” providing snow and gifts galore. The YouTube video generated three million-plus views alone, not to mention the plus points for brand reputation.


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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