New campaigns in the UK, Germany and France mine Signature Experiences Collection® and social media to convert consumer attention.
Pay attention, Europe: you’re in for a Canadian treat. The Canadian Tourism Commission (CTC) is rolling out its spring/summer campaigns in three of its core markets, including a panoply of top Canada trips from the Signature Experiences Collection®and a fun geo-location Facebook contest.
The campaigns are just underway in Germany and the UK, with France due to untie the ribbon on March 19. They represent the continuing evolution, not revolution, of Canada’s tourism brand. CTC’s new global marketing platform website is the campaigns’ hub (just as in the CTC’s recent Australia spring/summer campaign), spotlighting bona fide traveller-to-traveller experiences and stories. Those authentic traveller tales are a natural spur for advocacy, part of the secret formula for enticing consumers to come to Canada.
The Facebook contest is based on photos: consumers must “drop a pin” on a Canada map to guess the location of a compelling Canadian image. At stake: the chance to win a trip for two to this country from each market worth $10,000. The Calgary Stampede is in the mix, too, celebrating its centennial in print ads in all three markets.
There will be movie ads for Brit cinemagoers, based upon the selection used in Australia. The chosen three are the kayaker’s river-level view, a calving iceberg and the CN Tower Edgewalk. Elsewhere, there will be substantial print advertising in major titles and on leading online platforms in all three markets during the campaigns.
The campaigns target certain Explorer Quotient®-type travellers: Free Spirits and Cultural Explorers in all three markets, while Authentic Experiencers and Cultural History Buffs also take a bow in Germany and France respectively.
Given such substantial work, CTC has numerous Canadian industry partners: Air Canada and Tourisme Québec are in play across all three markets; Travel Alberta, Atlantic Canada Tourism Partnership and Banff & Lake Louise Tourism are featured in both Germany and the UK, with Tourism Yukon and Tourism Calgary and Tourism British Columbia going solo in each of those respectively; and Ontario Tourism Marketing Partnership Corporation has a presence in both the UK and France, joined in the latter by Tourism New Brunswick.
“The new global platform brings to life the rich variety of trips across Canada and puts the possible experiences into vivid context,” says Rupert Peters, CTC regional managing director, Core Markets. “European consumers continue to feel the pressure of economic uncertainty, but they can be confident choosing Canada for a spring or summer vacation will be a sure-fire success.”