CTC News

Spring into summer with CTC in Europe.

France, Germany and the UK all place social media at heart of new campaigns.

17 February 2011
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Although we are still surrounded by winter fun, consumer minds are already turning to warmer times. The Canadian Tourism Commission (CTC)’s new campaigns in our European core markets (France, Germany and the UK) are all designed to turn traveller attention to spending summer 2011 on these shores.

Although we are still surrounded by winter fun, consumer minds are already turning to warmer times. The Canadian Tourism Commission (CTC)’s new campaigns in our European core markets (France, Germany and the UK) are all designed to turn traveller attention to spending summer 2011 on these shores.

Social media is at the heart of the campaigns. There are new Keep Exploring microsites for France, Germany and the UK (France’s campaign does not begin until March 1). Here, consumers can browse through and comment on 50 different experiences. They can also “like” what they see on Facebook, or voice opinions to friends on their newsfeeds with Facebook Connect.

 

Special offers, arranged with CTC’s partners in each country, will be highlighted on the microsites. There will also be Facebook and Twitter contests from March 1: consumers in each country can enter to win a travel voucher to Canada featuring the campaign experiences simply by becoming fans of Canada on Facebook and commenting on their favourite.

Some sample experiences: hiking and biking through the parks surrounding Banff and around Lake Louise, AB; checking out the nightlife in Montréal, QC; or kayaking and tucking into seafood in New Brunswick.

 

The target audience for the campaigns are certain Explorer Quotient (EQ) types: Free Spirits and Cultural Explorers in all three markets; Authentic Experiencers in Germany and the UK, plus Cultural History Buffs in France. CTC’s partners for the campaigns are Ontario Tourism Marketing Partnership Corporation (OTMPC) and Air Canada in the UK and France, with the Atlantic Canada Tourism Partnership also joining for the Brits.

The campaigns are reinforced by ads in newspapers and magazines that include QR codes to take readers straight to the respective mobile microsites. Cinema advertising in the UK and TV ads in France, plus online and e-mail banners ads complete the picture.

“These are bigger campaigns, backed by more substantial investment,” says Anthony Rippingale, CTC general manager, Sales & Marketing, Core Markets. “They are the first fruits of CTC’s reorganization last year, and we’ll be seeing many more in the months ahead.”

 

 

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