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Australia

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Marketing and Sales Programs

 

Our marketing and sales programs invite Australian travellers to see and experience Canada in a whole new way. Our integrated advertising partnership programs—focusing on ski travel, fully independent travel (FIT) and group travel—are the cornerstones of all major activities in Australia. These programs focus on raising awareness of Canada as a desirable destination, driving the consumer to book Canada now.

Whether we launch an integrated marketing campaign, conduct travel-trade shows or bring media and destination partners together to exchange stories and tourism experiences, our initiatives target three key audiences:   

Consumer Read more > Close >

 

We focus on four consumer groups based on CTC's Explorer Quotient®(EQ) types:

  • Free Spirits in Australia are predominantly 18 to 40 years old and come to Canada to be pampered and to take advantage of all the food, drink, massage, romance and shopping available.
  • Social Samplers in Australia are primarily over 50 years old, prefer to travel with a group and seek must-see attractions of historical significance.
  • Personal History Explorersin Australia are over 50 years old and want to experience life as it used to be while following a checklist they abide by. 
  • Cultural Explorers in Australiaare over 50 years old and like to leave the beaten path to explore locations of historical significance while keeping a spontaneous approach.

Consumer websites and marketing campaigns

Australian consumers can visit our consumer site and our ski website to browse for holiday packages from Australia, identify value-for-money holiday offers from local tour operators, discover their EQtype, get travel ideas, learn about Canadian destinations, view podcasts or read travel blogs.

Ski and niche markets

Approximately 30,000 Australian skiers travel to Canada annually, making them an important target group. CTC is spearheading an integrated winter ski campaign involving wholesalers, Canadian ski resorts, airlines and partners. The CTC's strategy leverages the strong Australian dollar to inspire Australians to explore Canada.

Travel Trade Read more > Close >

 

CTC-Australia's trade development focuses on the wholesale aspects of selling travel. Our team in Australia organizes trade shows, makes sales calls, coordinates tour operator and partner familiarization (FAM) tours and conducts training under the Canada Specialist Program. We ensure travel agents—from elite Canada Specialist agents to agents with a general interest in Canada—access the training tools they need so they can learn about and share all that Canada has to offer.

Additional work is done to educate the local fully independent travel (FIT) wholesalers and group tour operators to ensure that the reservation teams and outside sales staff are up to date on Canada's products, regions and experiences.

Canada Specialist Program

The Canada Specialist Program(CSP) helps educate travel agents and wholesale reservation staff on the unique range of Canada's experiential products available to the Australian consumer.

Participating travel agents are offered a range of information and support, including:

  • Webinars (online Canada presentations)
  • Canada Specialist websites and e-updates
  • Consumer leads through agency details listed on CTC websites
  • Canada window displays
  • CSP members-only incentives
  • Chance to be selected for group FAM trips
  • Independent FAM rates
  • Regular e-newsletters
  • Certified web-based training program
  • Exclusive travel-agent rates
  • Publication of contact details on CTC consumer website.

CTC-Australia also collaborates with tour operators to develop promotions exclusive to Canada Specialists.

Trade Shows

Go to our Trade shows & events page for more information on the Canada Corroboree.

Media Read more > Close >

 

CTC-Australia's public relations and media activities showcase Canada as a compelling, four-season destination to Australian journalists. We invite media reps to attend events at the beginning of each year to hear about new Canadian products, destinations and experiences. Alongside these events, familiarization (FAM) tours are organized for media to experience Canada's products firsthand.

The focus of CTC-Australia's public relations and media activity is to build strong and lasting relationships with media nationally in Australia and to grow awareness of Canada with the consumeras a must-visit destination.

GoMedia Canada Marketplace

Australian media attendGoMedia Canada Marketplace, the CTC's annual media event, allowing Canadian travel suppliers and destination marketing organizations to exchange stories and ideas with international media. GoMedia is held annually in Canada and is hosted by a different destination each year. GoMedia 2012 will take place inWhitehorse, YK, May 27-31.

Australian media website and newsletter

Australian media gather Canada information from CTC’s Media Centre. The site offers a huge variety of story ideas, itineraries, celebrity spots, media releases and news from all over Canada. CTC-Australia sends an e-newsletter to key Australian media highlighting significant products, seasons and events in Canada.

Media events

In February of each year, the CTC hosts two media events in Sydney and Melbourne to share our story and focus for the coming year and determine which media are keen to travel to Canada over the next 10 months

 

Inbound travel to Canada from Australia
  2005 2006 2007 2008 2009 2010
Overnight trip to Canada (000's) 178.8 177.9 207.7 219.3 188.1 202.2
Year to year change 3.0% -0.5% 16.7% 5.6% -14.2% 7.5%*
Receipts ($M) 287.1 278.4 322.7 355.8 312.2 341.2
Year to year change 5.5% -3.0% 15.9% 10.3% -12.3% 9.3%
Source: International Travel Survey, Statistics Canada. Note: *Compared to preliminary 2009 estimate Quick Facts.

Quick facts Read more > Close >

 

  • Australia’s economy continues to recover from the effects of floods and cyclones early in 2011. After expanding 2.7% in 2010, its GDP is forecasted to slow to 2% in 2011. (Source: Oxford Economics, July 2011)
  • The number of outbound trips from Australia reached 11.4 million in 2010, an 8.3% increase over 2009. (Source: Tourism Economics – Tourism Decision Metrics, July 2011)
  • There were 202,200 overnight trips to Canada from Australia in 2010, up 7.5% from 2009.
  • Australian travellers injected $341.2 million into the Canadian economy in 2010, a 9.3% improvement over 2009. 
  • In 2010, Australian travellers spent on average $1,687 per person-trip; the average stay was 15 nights. 
  • Travellers 55 years of age or older accounted for more than 50% of Australian overnight visitors to Canada.
  • In 2010, Quebec, Ontario and Alberta saw gains in province visits from Australia of 34.2% 32.5% and 11.3% respectively, while British Columbia saw a 3.7% decline over 2009.

 

All sources: Statistics Canada, International Travel Survey unless otherwise indicated. All Statistics Canada numbers are preliminary

Current trends and market considerations Read more > Close >

Guided by the CTC corporate strategy, the Australia strategy focuses on high-yield travellers—consumers who spend more, stay longer and are less influenced by exchange-rate fluctuations and market pressures.

Some 48% of all visits to Canada from Australia include a side trip to the US during the journey. An additional 29% of travellers visit Europe and Canada in one trip—opening the door for the creation of dual nation vacations.

Work is being done to match Canadian travel experiences to the growing interest in fully independent travel (FIT) and fly/drive products. In addition, as more Australian travellers classify themselves as adventurous, Canadian tourism businesses can tap into the growing adventure-travel market. Australians are also keen skiers, with many travelling to western Canadian ski resorts.

As FIT travel continues to grow, there is an opportunity to capitalize on this niche segment by developing packages that focus on experiencing Canadian nature—both as an observer (for the less active) and via soft adventure. Interest in lifestyle/experiential travel continues to grow, with food and wine, spa, culture and soft adventure all ranking as preferred activities.

Australians over 55 years of age enjoy travelling at a less strenuous pace, and their journeys involve a blend of nature, sightseeing, cruise and rail vacations, the magnificent Rockies plus other dramatic landscapes and unique attractions. Travellers of all ages are signing up for responsible tourism projects.

Winter non-ski and “White Christmas” products are making a comeback in the market with FIT and group programs being offered..

Contact our team Read more > Close >

Contact our team for more information:

General Sales Agent
DC & Associates
Sydney, Australia
Tel: 61-2-9819-7632
Fax: 61-2-9819-7537

Contact: donna [at] dcaworldwide [dot] com (Donna Campbell)
Managing Director

Latest Campaigns Read more > Close >

A selection of ads from CTC's most recent campaign.

 

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