Fashion show, the Canada Specialist Program and a photo contest keep Canada at the industry forefront in Germany, Brazil and France.
28 March 2012
The Canadian Tourism Commission (CTC) and Canadian tourism industry partners pop up here, there and everywhere at tradeshows, B2B events and marketplaces around the globe banging the drum for Canada tourism. CTC News will keep you up-to-date each month on these activities in a new bite-sized round-up. Some might even encourage other partners to take part next year!
ITB Berlin in Germany is one of the biggest travel-trade shows out there, with 110,000 industry peeps coming through the doors each year. Canada had a record-breaking 47 exhibitors (including CTC) at its booth at the 2012 iteration. Things kicked off with a market update session at the nearby Swissôtel before the show opened March 7. CTC held its traditional Canada evening event in a truly spectacular location at the Frank Gehry-designed DZ BANK building, close to the world-famous Brandenburg Gate. More than 350 attendees came for a fashion show led by Quebec designer KORHANI. The show interpreted the story of Canada through its language, culture and people, with the models dressed in eye-catching clothes made from carpet.
CTC-Brazil placed the Canada Specialist Program at the heart of its booth at this year’s Encontros Comerciais Braztoa in São Paulo, March 22-23. The challenge for agents visiting the booth was to complete the sentence: “I love Canada because…” with prizes given away for the best entries. Tourisme Québec partnered CTC at the booth, which also had CTC b-roll screened on TVs to give attendees a sense of Canada. Images from the Calgary Stampede also featured prominently as the build-up to its centennial nears. More than 80 Brazilian tour operators handed out their Canada brochures alongside CTC’s Canada Guide.
Great visuals were the key to CTC’s presence at this year’s Salon Mondial du Tourisme in Paris, France, (formerly MAP Le Monde à Paris), March 15-18. In the run-up to the show, CTC teamed up with beGlob to run a photo contest on Jaimelevoyage.com. Consumers posted their favourite snaps under one of three categories (Canada, forests or wood). The top 30 photos selected by a jury were then enlarged, framed and put on show at the Salon. The lucky contest winner took away a trip for two to New Brunswick this coming summer, from which they will blog every day and share photos with CTC and its audience. The runner-up will also be heading to New Brunswick, also to blog and share pix.