Do you know Canada? That’s the question forming on lips as the South Korea office of the Canadian Tourism Commission (CTC) continues with its latest campaign in that market.

Just as in other CTC key markets, the huge surge of media exposure from the 2010 Winter Games showed a different side of Canada to many South Koreans. The South Korean winter campaign highlights Niagara Falls, ON, and the Aurora Borealis in Canada’s North, as well as the chance to ski, ice-fish or dog-sled in Banff, AB.

The medium is online advertising (MSN and Naver), magazine ads (such as Noblesse and JJ Magazine) and placements on airport limos. Partnering CTC for the winter campaign are Travel Alberta, Ontario Tourism Marketing Partnership Corporation and Air Canada.

CTC has also partnered again with Agriculture and Agri-Food Canada to promote Canadian food and tourism. This time the partnership brought well-known South Korean actress and model Honey Lee to eastern Canada to sample Canadian produce at source.

It was a good match: Lee starred this year in the Korean TV series “Pasta,” which chronicled the ups and downs of a young woman with ambitions to be a top chef.

Her itinerary included winery tours, a picnic lunch and other fine dining in and around Toronto, ON, plus Québec City and Montréal, QC, all captured on film for later transmission in South Korea.