CTC News

Industry update: Canadian tourism industry basks in social-media attention.

WestJet played an emotional trump card for Father’s Day, Whistler gets inspired by the wonders of nature and Peterborough goes bookish.

30 July 2014

Amid the continual slew of new tools and gimmicks, sometimes the stories themselves get lost. The Canadian tourism industry has some great inspirational stories, many of which are captured in innovative ways on social media.

One of our roles at the Canadian Tourism Commission (CTC) is to help share those wonderful tales on social media and on old-school CTC News. Social networks can get overheated in the summer, and we may miss one or two, so don’t forget to share your Canadian tourism social media with us. See the instructions as to where at the foot of this story.

  • Paternal pleasure: WestJet, still glowing from the success of its Christmas miracle promotion, delivered another video tugging at consumer heart-strings everywhere. Released in time for Father’s Day, the airline worked with Ronald McDonald House to reunite a hard-working father in Saskatchewan with his son, who is being treated for a congenital heart disease in Edmonton. In addition to the video, WestJet pledged to reunite more Ronald McDonald families in Canada for every 100,000 views, with a maximum of 500,000. Not surprisingly given the great emotional content, the video views swiftly soared past that total.

  • World in motion: Montréal-based filmmaker Guillaume Blanchet produced an ode to the joy of soccer and travel on video. “Bounce” chronicles Blanchet’s travels for two years, the places and people he met, while juggling a soccer ball freestyle.

  • Misty mountain hop: Tourism Whistler’s neat summer campaign focuses on the great outdoors, ranging from forest trails, mountain-top views, bbqs, festivals and more. Inspirational stuff.


  • The word on the street: Peterborough & the Kawarthas Tourism has a new initiative based on the love of books. The Word Travels celebrates the area’s deep Canadian literary heritage through a series of stories, events, videos and more. With four of Canada’s leading authors (Catharine Parr Traill, Susanna Moodie, Robertson Davies and Margaret Laurence) having lived and worked in the area, there is a rich bookish seam to mine.
  • Get the pulse racing: Travel Manitoba’s summer campaign wants travellers to the province to share their images of their summer moments on Instagram using the #exploremb hashtag. Iconic moments are being displayed on an interactive map that allows travellers to discover more. Some of the best photos will be also converted into a new “Canada’s Heart…Beats” coffee-table book later in the year.
  • Snap happy: the CN Tower in Toronto, ON, is running a summer photo challenge (presented by Henry’s and Nikon). The contest is based around four categories: great views from the Tower, night shots, interesting weather and the now almost obligatory selfies.

Do you have or have you seen innovative examples of social-media travel marketing? This is a regular CTC News series, so keep those recommendations coming in. 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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