News releases

Canadian Tourism Commission sells a different kind of Canada during the 2010 Winter Games

Vancouver, BC, Feb. 3, 2010 – Step aside stereotypes. Move over moose. Canada has an intriguing new tourism personality and we’re ready to show it off during the biggest show on Earth!

We’re rolling out to media thousands of stunning images, hours of high-definition footage, and hundreds of great travel stories about Canada. With a click connect to the CTC Brand Library

“Over three billion people worldwide are going to be watching these Games and our job is to offer tourism appeal and the ‘wow’ factor,” says Michele McKenzie, CTC’s president and CEO. “We’re ready to turn the heads of the international media with the resources they need to show a different kind of Canada to the world.”

We’ve been busy implementing our strategy. An Olympic Torch Relay International Media Program has been a huge success. Take a look.

And with 10,000 media chasing the best stories in Vancouver, we’ll make sure they use the 2010 Winter Games Canadian Experience Guide. It’s got the low down on all the fabulous pavilions, with handy provincial and territorial information that connects readers to amazing tourism experiences across the country. It’s available at pavilions and info centres across Vancouver and Whistler.

Media will find CTC-ers at 2010 Winter Games media centres—or we’ll find them first. We’re the ones obsessed with promoting Canadian travel experiences, quipped with that special TV clip, or fact, or image that turns a story extra-ordinary.

And by the way, when the work is done, the journalists are packing up their gear, and our guests are checking out, we’ll just be hitting our stride with fresh campaigns around the world to convert all this interest into trips to Canada and real sales.

In 2007 the Government of Canada entrusted $26 million over five years to the CTC to leverage tourism opportunities around the 2010 Winter Games. We’re ready to deliver.

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 12 countries around the world, conduct industry research and studies, and promote product and industry development. For daily updates on CTC initiatives, subscribe to CTC News, available through RSS feeds and by e-mail.

CTC image library:
CTC video/photo story packages:
CTC media centre:
CTC story ideas:
CTC YouTube channels:,
CTC Flickr site:
CTC corporate website:


CTC fact sheet
CTC 2010 fact sheet
CTC 2010 resources for media

Olympic Torch Relay International Media Program
Connecting with Canadians Program
Welcome to Canada Program

For more information, please contact:

Jitka Licenik
Corporate Communications Advisor
Canadian Tourism Commission
Tel: 604 638-2482
Fax: 604 638-8438
licenik [dot] jitka [at] ctc-cct [dot] ca