For first time, commission targets six ski markets with same creative for wintertime Canada promo.
The beach towels are barely back in the closets, but winter-sports lovers are already turning their eyes wistfully to the mountains, watching for snow. We at the Canadian Tourism Commission (CTC) know just how they feel, and have just launched our 2010-2011 global ski campaign.
Back in February, the 2010 Winter Games beamed around the world, bringing increased consumer awareness and international media exposure of wintertime Canada. This new campaign aims to build on that in six key markets: Australia, Brazil, Germany, Mexico, the UK and the US. Australia got the (snow) ball rolling, and the campaign is live now in all markets, bar Mexico, which is scheduled for a Sept. 20 launch.
Each market has its own ski website (Australia, Brazil, Germany, Mexico, the UK and the US). Here, wannabe travellers can get more info on Canadian ski destinations, browse packages and download for free CTC’s Canada: the Ski and Snowboard Guide.
Advertising will vary by market (i.e., Brazil will target the travel trade; US will target consumers). There’ll be a blend of print, online and out-of-home ads, plus snow-covered taxicabs in Chicago, IL. The campaign will also be promoted on the leading social-media channels in each market. It is aimed primarily at Explorer Quotient-type Free Spirits, the travellers who consistently show the greatest interest in winter activities.
Two of CTC’s “Unique Selling Propositions” (USPs) for Canada feature strongly: “active adventure among awe-inspiring nature” and “connecting with Canadians.” Snow-sports aficionados immerse themselves in nature, but like their creature comforts, too. And one of Canada’s big draws is the local communities and culture around winter in this country.
There are numerous partners for such a large campaign, including major destination ski resorts, provincial marketing organizations (PMOs) tour operators and accommodation providers with representation in Alberta, British Columbia and Quebec.
“It’s the first time that all markets are using the same creative platform, and we’re really seeing the benefit of the collaboration between markets,” says Paul Hawes, CTC Channel Marketing specialist. “The teamwork and product has been so good that we’ll be looking at this as a template for future global campaigns.”