CTC News

TODAY shows highlight Canada to Australian and American TV audiences.

Millions of viewers tune in to check out Newfoundland and Labrador, Prince Edward Island and Montréal, QC.

24 August 2011

Breakfast TV viewers in two of the Canadian Tourism Commission (CTC)’s key international markets had a pleasant change to their early-morning visual diets recently, courtesy of CTC and partners.

Australian audiences digesting their toast and Vegemite in July had five consecutive editions of Channel Nine’s “TODAY show” with features from Atlantic Canada. The crew, led by rising star reporter Emma Freedman, started in Newfoundland and Labrador at Twillingate, the iceberg-watching capital of the world. Next up was a trip to Ferryland, one of the province’s most historic communities, followed up by a stop in St John’s, the most eastern part of North America.

From there, the crew headed to Cavendish, PEI, a scenic spot near the birthplace of Lucy Maud Montgomery, author of the beloved Anne of Green Gables. The Aussies’ Canadian adventures concluded at the beautiful waterfront of Peake’s Quay, Charlottetown. CTC’s partners for the shows were Tourism Prince Edward Island and Newfoundland and Labrador Tourism.




American viewers were treated to two days of Montréal, QC, on NBC’s “TODAY Show” in July while they had their morning coffee and donuts. In two jam-packed shows, they explored the city’s cuisine, festivals, fashion and history, such as taking in a calèche ride and trying some poutine or enjoying performances by Barenaked Ladies or members of Cirque du Soleil.

The two US shows each reached 2.3 million viewers, with the same amount tuning in for the recap a week later. The appeal caught on elsewhere, with pick-up on “The Tonight Show with Jay Leno” and “Late Night with Jimmy Fallon” as well as coverage in Canadian media including CTV and the Montréal Gazette. CTC partners were Tourisme Montréal and Tourisme Québec.

“These shows brought great exposure of different parts of Canada to big TV audiences,” says Dave Stewart, CTC director, Media Relations. “It’s all part of our ongoing work to keep building global awareness alongside our partners of the amazing diversity of experiences our country has to offer.”


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