Our marketing and sales programs invite German travellers to see and experience Canada in a whole new way. Whether we launch an integrated marketing campaign, attend ITB Berlin or bring media and destination partners together to exchange stories, our initiatives target three major audiences:
Germany’s 2014 consumer direct strategy is focused on integrated advertising campaigns over various media channels (such as print, online, SEO and social media) in partnerships with key provincial/territorial, city and small/medium-size tourism enterprises. Campaigns target Germany’s priority Explorer Quotient® (EQ) segments—Free Spirits and Authentic Experiencers—who pose the best potential for conversion.
Our consumer direct strategy aligns with our travel trade and PR/media relations channels to optimize our influence across the various stages of the path to purchase. This strategy utilizes the latest research findings such as Global Tourism Watch and CTC’s 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-Germany’s spring consumer campaign will run mid-January to mid-March across print, online and mobile platforms. This is a brand-centric campaign, bringing in other elements to help consumers develop their itineraries. The Canada Shared creative will run via online video platforms to inspire and raise awareness while dynamic, bespoke online content will engage the audience, and the consumer website will focus on Canadian Signature Experiences (CSE) and trip ideas. Social-media cultivation will bring additional traffic through Facebook and other social networks. This campaign will include provincial and destination partners to further deepen the message to consumers and provide a platform for conversion.
A CTC-only campaign will follow in the autumn to maintain Canada’s profile in-market during the early booking period, again via multiple media channels.
CTC-Germany deploys quarterly e-newsletters throughout the year to maintain, grow and engage the 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 EQ target segments. Newsletters are deployed in line with key travel planning and booking periods and campaign activity
In Germany, trade development focuses on the retail and wholesale aspects of selling travel. On the retail side, the in-market team conducts sales calls, works co-op programs with key accounts, attends trade shows, organizes tour operator and partner familiarization (FAM) trips and conducts training and promotions through the Canada Specialist Program (CSP). Special attention is given to the CTC’s Canadian Signature Experiences (CSE) program.
Canada Specialist Program
The Canada Specialist Program, our certified web-based training program, helps German travel professionals learn about Canada’s distinct experiences. Participating travel agents are offered a range of information and support, including:
· Regular e-newsletterswith updates and/or raffles as incentives
· Decal kits
· Familiarization (FAM) trips; the CSP mega FAM trip (Sept. 12-19, 2013) focused on CTC’s Canadian Signature Experiences
· Exclusive travel agent rates for Canadian partners at hotels, airlines and attractions
· CSP sales tools
· CSP sticker and logo for certified specialists
· Regular News and Events releases on the CSP website
· CSP Facebook site as a communication platform
· Publication of contact details onthe CTC-Germany consumer website
· CSP one-day workshop session with Canadian and/or in-market partners (Nov. 8,2013 in Munich)
· Seminars of Canadian partners on sales calls upon request.
CTC-Germany also collaborates with tour operators to develop innovative marketing programs and creative promotions to extend and complement the advertising campaigns. These promotions reflect the CTC brand in terms of images and messages, with special attention given to the CTC’s Canadian Signature Experiences program. All activities are carefully measured to identify the ROI.
For details on these events and more, check out our Trade Shows & Events.
CTC-Germany assists the media with partnered press trips and media events, and by hosting individual and TVmedia visits to extraordinary Canadian destinations. Our strategy is to gain visibility in the German media by staging partnered media events across Canada and pitching relevant and targeted story ideas to media influencers. In 2013, we organized EQ-targeted group press trips featuring various Canadian Signature Experiences members as well as the Canadian cuisines and lifestyles that highlight Canada's five Unique Selling Propositions. Four media also attended Rendez-vous Canada in Ottawa this past May, while three top bloggers explored Canada prior to TBEX in Toronto in June.
Media trips included:
· June 15-22: Outdoor & Culture (MB)
· June 19-27: First Nations, Heli- & River Adventures in Bella Coola Valley (BC)
· June 19-27: Living the Wild Life: Goldrush & Bear Whisperers (BC)
· July 9-17: Badlands, Grasslands & Cowboy Culture (SK)
· July 16-24: As far from Disneyland as you can get: A Journey Off the Beaten Path (Central NL)
German media website and newsletter
CTC-Germany’s German media website offers a wide variety of story ideas, press releases, itineraries, celebrity spots and news from across Canada. In 2013, we published 12 story ideas from CTC’s main Media Centre as well as 52 news items and 12 press releases. We post media news on the exclusive Facebook group Canada Media and we tweet regular media news on CTC-Germany’s Twitter channel. Last but not least, we send out a bi-monthly media newsletter to media subscribers.
GoMedia Canada Marketplace
CTC-Germany invited 11 German media to CTC's GoMedia Canada Marketplace in Charlottetown, PEI, Sept. 8-12,where Canadian travel operators exchanged stories and ideas with international media. GoMedia is held annually in Canada and is hosted by a different destination each year. GoMedia 2014 will be held in Winnipeg, MB, Aug. 17-21.
Just after the conclusion of World Travel Market, CTC-Germany again hosted three media events Nov. 12-14 in Hamburg, Berlin and Munich. The food of the gala dinner was inspired by Canada’s eastern, central, western and northern regions. These events enabled 20 Canadian partners to mingle with 123 journalists to help them generate their 2014 media leads. This “gourmet trip across the country” aimed to bring Canada closer to the audience in an intense and emotional way. The media and partner feedback was fantastic, and the event generated approximately 40 stories plus 30 leads for press trips and projects for CTC. Various partners have already signed up for 2014 media events.
|Inbound travel to Canada from Germany|
|Overnight trip to Canada (000's)||298.6||315.4||291.7||315.6||290.3||276.6|
|Year to year change||0.3%||5.6%||-7.5%||8.2%*||-8.0%||-4.7%|
|Year to year change||3.5%||10.6%||-4.6%||7.0%||-5.5%||-7.4%|
|Source: International Travel Survey, Statistics Canada.|
· As Europe’s largest economy and exporter, the subdued economic environment caught up with Germany in 2012, with GDP growth slowing to 0.7% after a 3.1% expansion in 2011. Despite the lowest unemployment among major economies in Europe (6.8%), outbound travel declined 0.3% in 2012, with Germans travellers staying closer to home.(Source: Tourism Economics– Tourism Decision Metrics)
· In 2012, overnight trips from Germany fell 4.7%, dropping to 276,600. While arrivals were up 10.1% in Q1, they subsequently declined in Q2 (-10.1%), Q3 (-3.6%) and Q4 (-8.2%) compared with the same quarters in 2011.
· While the number of travellers visiting friends and relatives expanded 16.9%, business and pleasure travel saw significant declines of 17.9% and 16.6% respectively.
· Spending by overnight German travellers fell 7.4% in 2012 to $417 million, as visitors spent less per trip (-2.8% to $1,506) and stayed for a shorter period of time (-0.9% to 17.4 days).
· Unique to the German market, the third most popular tourism related activity (after shopping and sightseeing) was visiting national or provincial nature parks.
Source: Statistics Canada, International Travel Survey, unless otherwise indicated.
The German economy continues to be the powerhouse within the European Union. It is one of the few countries in the Euro-zone that still registers economic growth and a low unemployment rate (currently 6.8%). Forecast for 2014 is GDP to increase 1.7-1.8%.
Travel to Canada showed a slight decrease until the end of August 2013, which is not in line with comments from key accounts who also forecast a rather good year for Canada in 2014.
Germans are increasingly looking to "get away from it all" and to create new experiences. The focus is not so much on “where to go” but “what to do” when it comes to vacation planning. There is a trend towards more but shorter vacation trips.
Personal wellbeing in an authentic environment is paramount for many German travellers.Hiking continues to be the most popular activity for German visitors.
Similar to reports from other European markets, Canada is considered a top "dream destination" among German travellers, but there remains no urgency to visit in the short term. Canada is also perceived as offering vast wilderness and nature but lacking the cultural excitement and comforts of other destinations.
CTC-Germany showcases Canada’s rich cultural attractions, unique character and its exhilarating—and often unexpected—adventures found year-round to entice German travellers to visit now.
Guided by the CTC corporate strategy, the German strategy focuses on high-yield travellers—consumers who spend more, stay longer and are 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.