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:
Australia’s 2013 consumer direct strategy is focused on integrated advertising campaigns over various media channels (such as print, cinema, online, SEO and social media) in partnerships with key provincial/territorial, city and small/medium-size tourism enterprises. Campaigns target Australia’s priority Explorer Quotient®(EQ) segments—Free Spirits and Social Samplers—who pose the best potential for conversion.
Our consumer direct strategy aligns with our travel-trade and PR/media relations channels to optimize influence across the various stages of the path to purchase. This strategy utilizes the latest research findings, such as Global Tourism Watch and the 2012 conversion study. Insights from both CTC in-market teams and key industry partners aid media and channel planning to ensure we optimize our conversion prospects.
CTC-Australia’s autumn consumer campaign launched in September and will run to mid-October across cinema, print and online. This a brand-centric campaign, with other elements to help consumers develop their itineraries. The “Canada Shared” creative is running in cinemas to inspire and raise awareness while dynamic, bespoke online content is designed to engage Australians and the consumer website is focused on Canadian Signature Experiences(CSE) and trip ideas. Social-media cultivation is also bringing additional traffic through Facebook and other social networks.
The 2014 planning cycle commenced mid-2013. Briefings for 2014 campaigns will take place after the publication of the Global Sales, Marketing and Communications Plan in September. Details of partner opportunities will be available late fall. We plan to launch activity for spring 2014 in January.
Throughout 2013, CTC-Australia is deploying quarterly e-newsletters to maintain, grow and engage our consumer database. The content consists of recent media stories, upcoming promotions and where appropriate, partner offers. Content is selected based on its appeal to our priority target segments.
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) trips and conducts training under the Canada Specialist Program. We ensure travel agents—from elite Canada Specialist agents to those with a general interest in Canada—have access to the training tools they need to 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. The Canadian Signature Experiences(CSE) program has been introduced to key wholesaler partners with excellent early feedback and enthusiasm. We are working with these partners to include CSE members in co-op marketing campaigns.
We will run a product managers’ FAM to Atlantic Canada later this year with a CSE focus. It will target four key accounts.
Ski wholesalers are an independent segment and deliver a large number of visitors to Canada. Work with this group of dedicated operators goes on all year, ensuring a steady flow of relevant information, contacts and advertising support that results in growing traffic to Canada.
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 trip rates
· Assistance with Canadian seminars for Canadian partners as well as sales calls upon request
· Regular e-newsletters
· Certified web-based training program
· Exclusive travel-agent rates for Canadian partners such as hotels and attractions
· CSP logo for use in e-mail auto signature for certified Canada Specialists
· Publication of contact details on CTC’s consumer site
· A CSP mega-FAM trip focused on CSE products.
CTC-Australia also collaborates with tour operators to develop promotions exclusive to Canada Specialists.
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 (such as the Corroboree media lunch) to hear about new Canadian products, destinations and experiences. Alongside these events, familiarization (FAM) trips 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 as a must-visit destinationfor consumers.
This year’s focus has included media visits to Canadian Signature Experiences(CSE) businesses to ensure that Canada remains top of mind for travelling Australians.
We have focused on CSE in 2013, approaching journalists and editors with story ideas and angles to consider. We will have sent between 40 to 50 individual journalists to most regions of Canada by the end of 2013.
Five television shows shot their programs in Canada in 2012; we have hosted an additional three film crews in 2013. This medium is a key sales tool for creating awareness for a destination.From July 1 to 5 we co-hosted the “Australian Today Show” live from destinations in British Columbia and Alberta, starting in Lake Louise, then Banff, then Whistler and Vancouver before finishing in Victoria. The weather was integrated into the overall three-and-a-half hour daily show that was shot from Québec City, Montréal, Montebello, Ottawaand Niagara Falls.
Three Australian bloggers travelled to Canada to participate in and write about Canada’s varied themed experiences, including food, adventure and city experiences. Part of the CTC Bloggers FAM trip in May included sending Australian bloggers to TBEX, a worldwide bloggers conference, in Toronto, ON.
Two Australian Instagrammers took part in a FAM trip to Alberta in September to increase the visual presence of that province in the Australian market.
GoMedia Canada Marketplace
GoMedia is held annually in Canada and is hosted by a different destination each year. Eight media reps from Australia attended this year’s GoMedia Canada MarketplaceSept. 8-12 in Charlottetown, PEI. GoMedia 2014 will be held in Winnipeg, MB, Aug. 17-21.
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.
In February of each year, the CTC hosts two media events during Corroboree in Sydney and Melbourne to share our stories and focus for the coming year and to determine which media are keen to travel to Canada over the next 10 months.
|Inbound travel to Canada from Australia|
|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%*|
|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.|
· Australia posted a GDP growth of 3.3% in 2012, a quicker pace than in recent years. The boom in outbound travel by Australians continued through 2012, supported by the strong Australian dollar. (Source: Oxford Economics)
· Australians took 8.2 million outbound trips in 2012, a 5.4% increase over 2011. (Source: Australian Bureau of Statistics)
· There were 219,400 overnight trips to Canada from Australia in 2012, up 1.6% from 2011.
· Australian travellers injected $393million into the Canadian economy in 2012, a 0.3% improvement on 2011.
· In 2012, Australian travellers spent on average $1,791 per person-trip; the average stay was 15.6 nights.
· Travellers 34 years of age or younger accounted for 27% of Australian overnight visitors to Canada, while the proportion of those aged 55 and over tumbled 10 percentage points to 37%.
All sources: Statistics Canada, International Travel Survey, unless otherwise indicated.
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. This is being done through the Canadian Signature Experiences(CSE)program and incorporating these experiences into co-op marketing campaigns with key wholesaler partners. 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 ski resorts in western Canada.
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.
General Sales Agent
D.C. & Associates Worldwide
Contact: donna [at] dcaworldwide [dot] com (Donna Campbell)
Nathan [at] dcaworldwide [dot] com (Nathan McLoughlin)
Account Director – Trade, Australia