News releases

Signature Experiences Collection® members make international debut as Canadian Tourism Commission launches new global marketing platform

Extraordinary Canadian tourism experiences will entice international travellers starting with travel-loving Aussies.

Vancouver, BC, Jan. 30, 2012 — Kicking back at an outdoor jazz festival, navigating whitewater rapids in a kayak or pulling up your own lobster for a cook-out: it must be a Canadian summer! With Signature Experiences Collection®members centre stage, the Canadian Tourism Commission (CTC) has just unveiled its latest campaign for the Australia market, where the number of potential long-haul travellers climbed to 8.3 million in 2011, up 22% from 2007’s 6.8 million.

It’s the first time that Collection membersin this case 24have been used in CTC’s global marketing campaigns since the Signature Experiences Collection® was launched in July 2011. The Collection showcases extraordinary Canadian tourism experiences from across the country that will ensure Canada stands out in a crowded and fiercely competitive marketplace.

“These unique experiences are excellent examples of the kind of world-class offerings on which our tourism brand, Canada. Keep Exploring, is being built,” says the Honourable Maxime Bernier, Minister of State for Small Business and Tourism. “Through our government’s new Federal Tourism Strategy, we continue to position Canada’s tourism sector as an economic driver of jobs and growth in every region of the country.”

The Australia campaign is also the first taste of CTC’s new global marketing platform. The approach highlights authentic traveller-to-traveller experiences and stories, showing possible Canadian journeys in a timeline along the bottom of the ads. By facilitating traveller stories, it encourages advocacy, a powerful tool in convincing future consumers to visit this country. It’s the next stage for developing Canada’s tourism brand.

“The Australia campaign is a bold example of how we intend to use the Signature Experiences Collection® to entice travellers to Canada from all our markets in 2012 and beyond, with a focus on the experiences they can enjoy in this country against a backdrop of some of the world’s most spectacular geography,” says Greg Klassen, CTC senior vice-president Marketing Strategy & Communications. “Our new global platform, which is an evolution not revolution in the development of Canada’s tourism brand, will help us compete for more than our fair share of travellers from around the world—starting in Australia.”

Ads in print and online as well as engagement via social media are the primary vehicles for catching Aussies’ attention. The Calgary Stampede, gearing up for its centennial this year, lassoes plenty of eye time in the advertising campaign, while a Facebook contest is also being planned for February. Partnering CTC for the campaign are Tourism British Columbia, Travel Yukon, Travel Alberta and the Calgary Stampede.

Movie-goers will also get a flavour of Canada on the big screen. A wild ride rafting on the Nahanni River, one of five new ads featuring great Canadian moments from across the country as captured by travellers, is running in select Aussie cinemas, prefaced by Travel Alberta ads. The same ads will be online at the new global platform’s website,

New members of the Signature Experiences Collection® will be announced in March and another application period begins Nov. 15, 2012.

Background information about the Signature Experiences Collection®

Additional Web links

About the Canadian Tourism Commission:
The Canadian Tourism Commission is Canada's national tourism marketing organization. A federal Crown corporation wholly owned by the Government of Canada, we lead the Canadian tourism industry in marketing Canada as a premier four-season tourism destination. Our vision is to inspire the world to explore Canada. With our partners in the tourism industry and the governments of Canada, the provinces and the territories, we promote Canada's extraordinary experiences in 11 countries around the world, conduct original market research, offer stunning visuals through the Brand Canada Library and provide resources to help industry leverage Canada's successful tourism brand—"Canada. Keep Exploring." For regular updates on CTC initiatives, subscribe to CTC News, search our corporate website, or follow us via social media: Facebook, Twitter, Youtube.


For further information, please contact:
nevin [dot] margaret [at] ctc-cct [dot] ca (Margaret Nevin)
Senior Corporate Communications Advisor
Canadian Tourism Commission
Tel: 604.638.8406