First CTC TV campaign in eight years aims to put Canada top of mind as the long-haul destination for 2012.
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UK TV channel surfers are in for a real treat over the next few weeks. The UK office of the Canadian Tourism Commission (CTC) has just drawn back the curtain on a TV advertising campaign, CTC’s first in this market in eight years.
With ads running on 20-plus channels from mid November until mid December, the aim is to differentiate Canada from alternative long-haul destinations such as India, Australia, New Zealand and Thailand. The four user-generated clips being used feature a seal surprising a kayaker in British Columbia by climbing aboard, a grizzly bear having fun sliding under a chairlift, a skier face-planting in the powder and kayakers off Newfoundland’s coast watching an iceberg crumble.
The channels being used to run the ads include big-hitters such as ITV1, Channel 4, Channel 5, Sky Sports, Sky Movies, National Geographic and FX. The target audience are Explorer Quotient® Free Spirits, Cultural Explorers and Authentic Experiencers. The ads also feature on some of the broadcasters’ video-on-demand streams, including ITV Player, 4oD and Sky Player.
“It’s great turning on the TV, flicking through the channels and seeing so much Canada,” says Rupert Peters, CTC regional managing director, Core Markets. “By showcasing real experiences, these ads will drive consumer consideration for Canada in the run-up to the important pre-booking period before our spring 2012 campaign.”