News releases

Canadian Tourism Commission’s “LOCALS KNOW” campaign inspires Canadians to discover the unknown Canada

Vancouver, BC, June 1, 2009 – Desert-like dunes in the middle of the country.  Volcanoes on the verge of the Pacific.  Tropic-like waters within hours of vibrant cities.  Canada is full of surprises and secrets and, this summer, the Canadian Tourism Commission (CTC) is sharing locals’ unknown experiences with fellow Canadians - to inspire them to explore their country.

Today, the CTC, along with Canada’s tourism industry is launching LOCALS KNOW, a national integrated advertising campaign (print, magazine, TV and online) made possible by special stimulus funding from the Government of Canada.  The CTC will be investing $10 million per year in the next two fiscal years to support the tourism industry and stimulate Canada’s economy.

“The visitor economy makes a valuable contribution to the economic, social and environmental well-being of Canadians across the country,” says the Honourable Diane Ablonczy, Minister of State (Small Business and Tourism).  “Now, more than ever, we want to entice and encourage visitors – including Canadians themselves – to explore our country.  I applaud this campaign as it will give Canadians a reason to discover more about their own country and keep tourism dollars at home.”
The 8-week campaign launches today and will focus on the unexpected, encouraging Canadians to seek out new and exotic experiences in places they didn’t know existed.  The source of this information?  Canadians themselves… because LOCALS KNOW best. 

Canadians will be encouraged to upload photos of their favourite Canadian travel spots and great unknown experiences on the CTC campaign website –

“The visuals used in this campaign won’t be typical,” says Michele McKenzie, CTC president and CEO.  “People won’t just be seeing the traditional images of our country.  They’ll discover a whole new Canada.  The imagery, experiences, and deals offered by the industry will surprise Canadians, build pride, and create an urgency to book a trip and see Canada now!”  

Almost all provinces and territories,as well as other industry partners both large and small, are participating in this national program. 

“The domestic stimulus program is strategic, relevant, and timely for Canada’s tourism industry,” says Denny Kobayashi, Manager of Marketing Operations for Tourism Yukon.  “What is particularly appealing about this program is the CTC designed a program for partners from every corner of the country to participate in and receive extraordinary value, national reach and exposure that will benefit tourism in our area”.

Air Canada is introducing a special travel offer for the duration of the campaign to stimulate travel within and across Canada.  And one lucky Canadian resident will win 1 million Aeroplan® Miles to inspire them to see undiscovered areas of the country.  .  That’s a lot of Canadian exploring.

 Links to Resources:


About the CTC

The CTC is Canada’s national tourism marketing organization. Our vision is inspiring the world to explore Canada. With our partners in the tourism industry and the governments of Canada, the provinces and the territories, we advertise and market Canada in twelve countries around the world, conduct industry research and studies, and promote product and industry development. For research and statistics, news and media resources, travel information and events, please visit


For further information, please contact:

Laurie Cooper
Senior Communications Advisor/Conseillère en communications
Canadian Tourism Commission / Commission canadienne du tourisme
Tel/ Tél 604 638-8411
Cellular 604 376-6547
Fax/ Téléc 604-638-8438
cooper [dot] laurie [at] ctc-cct [dot] ca