New campaign in the UK focuses on Ontario, while CTC and partners make their mark at giant tradeshow ITB Berlin.
16 March 2015
Second time’s the charm: the UK office of the Canadian Tourism Commission (CTC) has teamed again up with Ontario Tourism Marketing Partnership Corporation for a special campaign aimed at highlighting the province’s diverse travel products to British consumers.
The “6 days in Ontario” campaign has a real show-stopper at St Pancras Station in London: a tunnel covered by a huge mosaic of posters, enhanced by digital video, to attract the thousands of commuters that go through each day. The four-week campaign is reinforced by print and online advertising, social media promotion using the #DiscoverOntario hashtag plus the opportunity to win a prize trip for two to Ontario.
Bolstering Canada’s appeal in the UK market, CTC-UK has partnered with The Guardian,one of the country’s leading media outlets, to highlight some of the country’s lesser-known experiences via insider guides, written by locals in Vancouver, Toronto, Ottawa and Montréal. The content is focused on music, art, architecture, local chefs and trails for biking and hiking. The program will run until the end of April, and will also be shared on CTC’s social networks in the UK.
Allez les bleus! 2014 was a record-breaking year for CTC’s France market. Preliminary data in CTC’s latest Tourism Snapshot reveals 482,000-plus French travellers came to Canada, up 5% on the previous year and the highest-ever annual level of overnight arrivals, beating the previous best in 1996 of 459,600. To mark the occasion, Lawrence Cannon, Canadian Ambassador to France, held a special reception at the Canadian Embassy in France for 90 travel trade and media reps. They were joined by David Goldstein, CTC president and CEO, to emphasize the importance of the France market to Canada’s tourism industry.
Wir sind Berliners: CTC’s Germany office led a sizable Canadian contingent at ITB Berlin March 4-8. The giant travel-trade and consumer show attracts a massive audience each year, with 10,000-plus exhibitors from 180 countries showing their products at Messe Berlin to more than 160,000 trade reps and interested consumers. The Canada pavilion stood loud and proud with 35 industry partners, including debutants Association of Canadian Travel Agencies, Citizenship and Immigration Canada, WestJet and One Ocean Expeditions. CTC-Germany also drew a substantial crowd to its prestigious “Canadian House” party at the Canadian Embassy in Berlin. More than 150 tour operators and leading media mingled with 90 Canadian tourism pros, enjoying a combination of Canadian-sourced food and beverages. Sponsors for the party were Travel Alberta, Air Canada, Destination British Columbia, Atlantic Canada Tourism Partnership, Ontario Tourism Marketing Partnership Corporation, Tourisme Québec,Tourism Yukon, Tourism Saskatchewan, Rocky Mountaineer, Tourism Calgary and Eaton Chelsea Hotel. CTC also snaffled some kudos at ITB 2015: the highest-ranked long-distance national tourism organization in Touristik PR’s 2015 handbook, and CTC’s “Dear Mum” video came second in the film awards.
Dear Mum from Leo Zuckerman on Vimeo.