France Marketing and Sales Programs
Our marketing and sales activities encourage French travellers to see and experience Canada in a whole new way, and to do it now versus later. Whether we launch an integrated marketing campaign, conduct travel-trade shows, bring media and destination partners together to exchange stories and tourism experiences, our initiatives target three major audiences:
France’s 2015 consumer-direct strategy is focused on the consideration phase of the path to purchase. Our goal is to drive aided destination interest and active consideration for travel to Canada through curation, creation and distribution of relevant, inspiring and exciting content. We will employ a mix of paid search, paid digital media, native advertising, content partnerships and social integration channels to reach new audiences and enhance our relationship with engaged users. Our consumer-direct strategy is aligned with our travel trade, PR/media relations channels and social channels to optimize our influence across the various stages of the path to purchase.
Activity will target France’s priority Explorer Quotient® (EQ) types—Free Spirits and Authentic Experiencers—who pose the best potential for engagement. The strategy utilizes the latest research findings such as Global Tourism Watch and CTC’s conversion studies. Insights from both CTC in-market teams and key industry partners aid media and channel planning to ensure we optimize our consumer projects.
Our main activity will concentrate on the consideration phase of September through November to fuel the conversion period of early 2016, supported by nimble and responsive activity in key booking, planning and consideration phases during the year.
CTC-France trade development focuses on the retail and wholesale aspects of selling travel, both online and offline. We send a quarterly e-newsletter to the active tour operators and travel agents in our database. The in-market team works with partners to create dedicated Canada newsletters, contests, workshops and roadshows, online Canada campaigns and window displays, as well as the Canada Shared by Canadians video on digital screens in travel agencies.
CTC-France partnered with Air Transat to run a major Metro campaign Nov. 12–26 on 350 billboards in Paris stations.
We also partnered with tour operators to promote their winter packages. These included: Vacances Transat, for a promotion that encouraged multiple activities following the purchase of a winter trip; TUI France, a dedicated e-newsletter that promoted multi-activity packages sent to Aventuria’s database of 60,000 contacts and to Nouvelles Frontières 830,000 contacts; and Destination Poudreuse, in which 255 clients attended four events in Paris and three provincial cities dedicated to the promotion of heli-skiing with CMH Holidays.
CTC-France created a Canada brochure to promote seven tour-operator packages and two airline offers, which were distributed to 4,000 subscribers of Kitchen Trotter. The culinary magazine features a different country each month; in this instance, Canada was promoted in December alongside product from La Sucrerie de la Montagne.
CTC-France also organized FAM trips: to New Brunswick and Nova Scotia with four key accounts in August; and to Quebec and Ontario with nine key accounts in October, and with seven key accounts in December.
Trade education and training
- CTC-France organized four workshops dedicated to eastern Canada during IFTM Top Résa for 91 travel agents.
- CTC-France trained seven reservation agents from TO Terres Lointaines during a one-hour workshop dedicated to BC and Alberta.
- Ponant, a tour operator dedicated to high-end cruises, held a B2B event to present its nine BC and Alaska cruises. A sales challenge will follow with CTC-France offering a three-night pre-tour in Vancouver.
- CTC-France partnered with TO Kuoni/Vacances Fabuleuses for a client event to promote 2015 summer sales for 100 of their best clients.
- CTC-France organized opportunities for VIA Rail to meet and train French key accounts.
Canada Specialist Program
Travel agents, tour operators and other travel influencers greatly impact where and how consumers travel. As of now, we have 580 fully accredited Canada Specialist Program (CSP) agents, which surpasses our target of 10% of the total French travel-agent community.
Canada had a pavilion at 2014’s IFTM Top-Résa with 15 partners. We produced and distributed in advance a brochure that featured the exhibitors to our CSP 1,000-plus database to encourage them to visit. Air Canada sponsored the lounge, Pierre Faucher from La Sucrerie de la Montagne drew crowds with his maple pancakes and Air Transat sponsored Parks Canada’s photo exhibit. CTC-France organized events for key accounts at the end of each day.
For details on these events and more, check out our Trade Shows & Events.
CTC-France assists the media with partnered press trips, media events and by hosting media on visits to Canadian destinations. Our strategy is to gain visibility in the French media by creating and building buzz. Highlights to date have included:
- Individual press trips to Toronto and Niagara Falls, plus British Columbia, Alberta and Yukon.
- A group press trip to Banff and Lake Louise for five economic journalists prior to the visit of French President François Hollande. A tourism angle was added to the main purpose of the trip.
- Trips to New Brunswick and Yukon for Le Collectif des blogueurs, composed of travel bloggers Aurélie Amiot, Adeline Gressin, Julie Sarperi and Julien Grenet.
- A trip across Canada with Le Canadien on Via Rail for travel bloggers Sarah Dawalibi and Emily Zanier.
Special media events/PR
- CTC-France held a VIP event in September for 40 key-account tour operators at Bowling Mouffetard, in partnership with Tourisme Québec and Tourism New Brunswick.
- CTC-France held an event for 40 key accounts, including tour operators and journalists, following the charity race “La Parisienne” in September.
- CTC-France held a culinary event for 15 bloggers and journalists in partnership with Kitchen Trotter in order to promote its December culinary box dedicated to Canadian recipes.
- CTC-France organized an event for 25 key accounts, including tour operators and journalists, at the Canadian Cultural Centre prior to the showing of “Strange & Familiar,” a film featuring Fogo Island Inn, in order to generate awareness for the region.
GoMedia Canada Marketplace
French media attend GoMedia Canada Marketplace, CTC's annual media event where Canadian travel suppliers and destination marketing organizations exchange stories and ideas with international media. GoMedia, held annually in Canada and hosted by a different destination each year, was held in Winnipeg, MB, Aug. 17-21. Two French journalists attended. GoMedia 2015 will take place Sept. 27-Oct. 1 in Penticton, BC.
Business Events Canada
For information on our Business Events Canada activities, check the BEC Markets section of the corporate website.
|Inbound travel to Canada from France|
|Overnight trip to Canada (000's)||359.4||404.5||388.2||408.1||422.4||422.8|
|Year to year change||-0.4%||12.6%||-4.0%||4.9%||3.5%||0.1%|
|Year to year change||3.0%||13.3%||-5.3%||2.7%||3.2%||-2.6%|
|Source: International Travel Survey, Statistics Canada.|
- Despite flat GDP growth of 0% and a relatively high unemployment rate of 9.9%, overall French outbound travel increased 1.1% in 2012. (Source: Oxford Economics)
- France, Canada’s second-largest overseas inbound market, saw a 0.2% decline in arrivals to 421,000 trips in 2012. While business (-2.1%) and pleasure (-6.7%) travel declined, visiting friends and relatives traffic grew 1.3% and travel for other purposes, including educational study, surged 46.5%.
- Spending by overnight French travellers declined 2.7% to $530 million, and spending per trip fell 2.5% to $1,260. The average trip duration increased to 16.7 days (+1.6%), while spending per night declined to $75 (-4.1%).
- A large proportion (45%) of French travellers chose to visit Canada during the summer months of Q3.
- The number of youth travellers 24 and under expanded 31.3% to 99,500, the highest number among overseas markets and surpassing French travellers aged 25-34. Altogether, visitors under 35 represented 42.9% of arrivals, while those over 55 years of age represented 25.7% of the market. Compared with proportions of 23.6% and 44.5% for the US leisure market and 30.4% and 39.8% for the UK market, the average French traveller to Canada is younger than visitors from these countries.
- Similar to previous years, French travellers reported shopping, sightseeing and visiting friends and relatives as their top activities. Like their British counterparts, French travellers also attended more festivals and fairs (+24.2%) in 2012.
- While the majority of French travellers visited Quebec (323,000 visits, -3.1%), Ontario (119,000 visits, +13.4%) saw increased visitation in 2012.
Source: Statistics Canada, International Travel Survey, unless otherwise indicated.
- Canada ranks as the No. 1 or No. 2 dream destination forFrench consumers every year.
- Although the current economic and geopolitical situation in France is affecting many destinations, Canada is keeping up good visitor numbers. Despite downsizing, bankruptcies and a record 3.3 people million unemployed, the French are not ready to sacrifice their holidays.
- Tour operator and OTA bookings for Canada continue to start earlier each year, now November and December of the prior year.
- Winter travel to Canada is on the decline, specifically snowmobiling and multi-activities in Quebec. French travellers prefer to seek out warm weather and sunshine during difficult economic times. Canada remains a luxury destination for winter as it is the second vacation.
- Tour operators that did not program Canada in the past are now including the destination.
- The “visiting friends and family” sector is extremely important as more and more young French people are travelling to Canada through “International Experience Canada,” which generates 14,000 visas annually. Many find jobs and decide to stay.
- Air France have just announced a direct service to Vancouver, BC, from Paris starting March 2015: three flights per week to increase to five during peak season, confirming that there is more demand from the French market for western Canada.
- Current feedback is positive; 2014 could be a record year.
Guided by CTC’s corporate strategy, the France strategy focuses on high-yield travellers in key geographic regions less influenced by exchange-rate fluctuations and market pressures.
Business Events Canada
For information on our Business Events Canada activities, go to the BEC Markets section of the corporate website.
Contact our team for more information.
General Sales Agent – TOURISME SYNERGIQUE
201, rue Saint Honoré
sandra [dot] teakle [at] tourisme-synergique [dot] com (Sandra Teakle)
daniel [dot] arnatsiaq [at] tourisme-synergique [dot] com (Daniel Arnatsiaq)
Manager, Industry Relations
vanessa [dot] gomez [at] tourisme-synergique [dot] com (Vanessa Gomez)