CTC News

CTC rolls out the white carpet, inviting UK travellers to explore Canada this winter.

New campaign looks beyond traditional winter experiences to entice Brits to cross the Atlantic.

17 September 2012

Walking along, singing a song…a Canadian winter wonderland beckons UK travellers through the latest campaign from the Canadian Tourism Commission (CTC). The campaign looks to tap into the high demand for great skiing and other winter adventures that Brits show every year.

It’s not just strapping on skis and heading for the mountaintops: there’s dog sledding, great rail trips, snowboarding and winter festivals in nearby Canadian cities to take in. The campaign is scheduled to run until mid December. The target audience is three particular Explorer Quotient®types: Free Spirits, Cultural Explorers and Authentic Experiencers.

The campaign advertising is predominantly online, on websites such as Yahoo, MSN, Lonely Planet and Sky Scanner. There’s also a social-media flavour, with a reach-out to bloggers and influencers via Facebook and Twitter to spread the word.

CTC has assembled its largest ever winter partnership line-up for this campaign: Travel Alberta, Ontario Tourism Marketing Partnership Corporation, Tourisme Québec, Tourism British Columbia, Air Canada, Tourism Whistler, Tourism Jasper, Fairmont Hotels & Resorts, Big White and Silver Star Resorts and Resorts of the Canadian Rockies

“This new campaign will remind UK consumers—and our competitors—of Canada’s strengths in the winter tourism market,” says Rupert Peters, CTC regional managing director, Core Markets. “Canada’s unrivalled choice of experiences for winter travellers from coast to coast to coast means that it should be the go-to destination for UK travellers.”


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