New CTC campaigns in Europe and Australia boost awareness via inspirational video and images.
The campaigns target the top two Explorer Quotient® groups in each market (Free Spirits feature prominently in all four). Video plays an important role: the Canada Shared creative will run on in cinemas for Brit audiences as well as on online video platforms in Germany and Australia. Print and online ads, including new work specifically designed for tablets, will also help drive awareness.
The UK and Germany campaigns mark a debut for Aboriginal Tourism BC working with CTC in these European markets. The non-profit organization is promoting Spirit Bear Lodge, a Canadian Signature Experience, among its products.
Other partners with CTC on the UK campaign are Atlantic Canada Tourism Partnership, Tourisme Québec, Travel Alberta, Ontario Tourism Marketing Partnership Corporation, Destination British Columbia and Air Canada. Travel Alberta is also a partner on the Germany campaign.
“For these campaigns, we’re using the media channels that give Canada its broadest reach and impact across these markets,” says Rupert Peters, CTC vice-president (interim), International. “We’re also delighted to have Aboriginal Tourism BC working alongside us for the first time, highlighting some of the great travel stories and experiences within First Nations Canada.”