CTC News

CTC’s Emerging Markets unite to show off Canadian summer.

CTC-South Korea leads the way with campaign, media visit and Signature Experiences Collection® trade introduction.

15 March 2012

Now—where did they put those flip-flops? The Canadian Tourism Commission (CTC) has begun rolling out fresh campaigns in its Emerging Markets, giving consumers in South Korea(to be followed shortly by Brazil and Mexico) a tantalising taste of Canadian spring and summer.

The campaigns come from the same creative well as those recently launched in Australia and Europe, integrating consumer, trade and media/PR channels of engagement. The foundation of each campaign is bona fide traveller-to-traveller stories and experiences, with potential Canadian journeys and adventures brought to life in a timeline that runs along the foot of the ads.

The Signature Experiences Collection® (SEC) plays a big part (of course). Different members of CTC’s powerhouse program are highlighted in each campaign. The campaigns all look for the A grade: advocacy, which brings consumers closer to trips to Canada. Each campaign is also another step along the evolutionary path for Canada’s tourism brand.

CTC-South Korea is using a blend of print and online advertising on Naver, Interworks, Chosun and Maeil Business for its campaign, which began mid-February. The target Explorer Quotient®-type travellers are Free Spirits and Cultural Explorers. There’s also a Facebook contest, based on what is also running in CTC’s European markets, where consumers have to “drop a pin” on a map of Canada to ascertain where a Canadian image is from—and win a prize.

Partnering CTC for the campaign are Tourism British Columbia, Travel Alberta, Ontario Tourism Marketing Partnership Corporation and Tourisme Québec.

On March 23, CTC-South Korea is holding an introduction to SEC for local travel-trade reps and media. The event will take place at Miro Space and 153 Lounge in Seoul.

In other news from South Korea, a national TV crew came to Quebec in February to check out some stellar winter adventures in Québec City and Montréal from CTC’s Signature Experiences Collection®. South Korean TV audiences enjoyed three consecutive weeks of clips on MBC’s “Friday Wide” program, including the Carnaval de Québec, Hôtel de Glaceand a historical cultural and walking tour. Tourisme Québec teamed up with CTC for this project.

CTC-Brazil will be the next market to put its summer campaign on the red carpet. Starting April, it will feature a blend of online and print advertising. And CTC-Mexico will get its campaign underway in May.

CTC-Japan plans on summer activity promos with the local travel trade starting April. Team Canada (CTC-Japan, Tourism British Columbia, Travel Alberta, Ontario Tourism Marketing Partnership Corporation, Tourism Prince Edward Island and Tourism Yukon) is helming a series of ads with selected tour operators highlighting new product lines and Canada packages. This activity comes not long after the SEC launch in January at CTC’s Shinnenkai.


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