Skiing and icewine fest just the tip of the winter fun in new CTC campaign in France, Germany and UK markets.
Previous five social-media stories
It’s time for Canadian ice, ice, baby for European consumers. The Canadian Tourism Commission (CTC)’s latest winter campaign is well underway for Germany and UK travellers, with France set to hit the virtual slopes at the start of October.
The campaign microsite is a refinement of CTC’s innovations in the 2011 spring/summer campaigns. The QR (Quick Response) codes are back too, in the print advertising, taking Europeans straight to a destination-related mobile page to browse great Canadian winter images and info on where to go and what to do.
The microsite highlights iconic winter experiences, including the Carnaval de Québec in Québec City, QC, the Niagara Icewine Festival, ON, skiing and snowboarding in Banff, AB, plus Revelstoke and Whistler, BC, as well as dogsledding in Manitoba and four city escapes.
Europeans love their social media, so there is a Facebook contest, too.Launched this month in the UK and Germany, Winterscope has consumers seeing more than just stars. By answering quiz questions they’ll find out their Canadian winter personality, such as “Polar bear with cubs,” “Snow Hare” or “Wolf.” Winterscope will then match consumer answers to the Canadian winter experiences that suit their travel tastes. There are 10 CTC-branded iPads on offer as prizes per market as a final sweetener.
The print advertising is running in some heavyweight European titles. In France: L’Express, Télérama, Le Monde, Paris Match and Le Nouvel Observateur. German readers can check out the Frankfurter Rundschau, Rhein Main Media, Hamburger Abendblatt and Der Münchner Merkur. And UK punters can turn to The Telegraph, The Times, The Guardian, The Independent, Metro and City A.M.
CTC partners for the campaign (which vary by market) are Tourisme Québec, Ontario Tourism Marketing Partnership Corporation, Travel Alberta, Tourism British Columbia, Air Canada, Fairmont Hotels & Resorts and the Canadian Destination Ski Consortium. Target Explorer Quotient® types are Free Spirits, Authentic Experiencers and Cultural Explorers.