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 2013 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 withour 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’sspring-summer consumer campaign took place early in 2013, and capitalized on the awareness generated from our 2012 Upgrade to Canada campaign by featuring iconic Canadian summer experiences. We used CTC’s global marketing platform for print and online ads, supported by our social-media channels. The campaign drove consumers to the partnered tour operator site for the advertised packages.
CTC-Germany’s fall consumer campaign will run October/November to stimulate 2014 summer travel. The campaign will be based around branding, with other elements brought in to help consumers develop their itineraries. We will use dynamic, bespoke online content while the consumer website will focus on Canadian Signature Experiences(CSE) partners. Social-media cultivation will bring additional traffic through Facebook and other social networks.
Throughout 2013 CTC-Germany 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. CTC-Germany selects content based on its appeal to our priority EQ® target segments.
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) tours 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: a CSP mega FAM trip later this year will focus 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 on CTC-Germany consumer website
· For select participants: publication of contact details in the CSP brochure distributed at consumer trade shows throughout 2013
· CSP one-day workshop session with Canadian and/or in-market partners at the end of 2013
· 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 have 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.
· 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 NFL)
German media website and newsletter
The new German media website was successfully launched in October 2012 and will get extra features such as a “video of the day” in 2013. The site offers a huge variety of story ideas, press releases, itineraries, celebrity spots and news from all over Canada. In 2013, we aim to publish 12 story ideas from CTC’s main Media Centre as well as 52 news items and 12 press releases. We are also posting 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 a list of media subscribers.
GoMedia Canada Marketplace
Ten German media have been invited to CTC's 2013’s GoMedia Canada Marketplace in Charlottetown, PEI, Sept. 8-12,where Canadian travel operators exchange stories and ideas with international media. GoMedia is held annually in Canada and is hosted by a different destination each year.
In November 2013, CTC-Germany will once again host three media events in Hamburg, Berlin and Munich. An interactive component will open the event, followed by courses planned by four Canadian regions: Canada’s east, centre, west and north. These events enable partners to mingle with journalists and to help them generate their 2014 media leads. This “gourmet trip across the country” aims to bring Canada closer to the audience in an intense and emotional way. The media and partner feedback in 2012 was fantastic: approximately 40 direct clipping results plus 20 leads for press trips and projects for the CTC. Various partners have already signed up for 2013 media events.
|Inbound travel to Canada from Germany|
|Overnight trip to Canada (000's)||310.9||297.8||298.6||315.4||291.7||315.4|
|Year to year change||4.9%||-4.2%||0.3%||5.6%||-7.5%||8.1%*|
|Year to year change||3.2%||-0.7%||3.5%||10.6%||-4.6%||5.8%|
|Source: International Travel Survey, Statistics Canada.|
· As Europe’s strongest economy, Germany reported stable GDP growth of 3.1% in 2011, despite the European debt crisis and other Euro zone economies stagnating or contracting. (Source: Oxford Economics, July 2012)
· Although Germans showed a preference for staying closer to home with the number of domestic trips rising, overall outbound travel from Germany grew a respectable 2.8%. (Source: Tourism Economics– Tourism Decision Metrics, September 2012)
· In 2011, overnight trips from Germany fell 8%, dropping to 290,000. In the first three quarters, arrivals to Canada dropped 27.3%, 5% and 7.4% respectively. There was a slight improvement of 3% in arrivals in Q4 2011 compared with the same period in 2010.
· While the number of travellers visiting for pleasure purposes remained relatively flat, travel to visit friends and relatives and other purposes (which includes study and education-related travel) saw significant declines of nearly 22% and 27%.
· Spending by overnight German travellers fell 5.8% in 2011 to $448.9 million.
· The third-most popular tourism-related activity (after shopping and sightseeing) was visiting national or provincial nature parks, unique to the German market.
Source: Statistics Canada, International Travel Survey, unless otherwise indicated. All Statistics Canada numbers are preliminary.
The German economy continues to be the powerhouse within the European Union. It is one of the few countries in the Eurozone that still registers economic growth and a low unemployment rate (currently 7%). However, there are threats of a slowdown given the current issues within the Euro-zone.
Canada has seen a strong increase (7.5%) in the number of German visitors during the first five months of 2012. This is mainly due to a great ski season and, according to some key accounts, an after-effect of the 2010 Winter Games held in Vancouver and Whistler, BC.
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.
The CTC is working to showcase Canada’s rich cultural attractions, unique character, plus the exhilarating—and often unexpected—adventures found year-round in an effort 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.
Market development activities
· EIBTM follow-up: BEC sent an e-blast to 880 EIBTM buyers who opted in to receive third-party information.
Current trends and market considerations
· German imports rebounded strongly in January, suggesting that domestic demand in the country may be set to recover after an autumn downturn.
· Imports rose by a seasonally adjusted 3.3% from the month before, helping to shrink Germany's trade surplus.
· Exports also rose by 1.4%, driven by robust demand in the US and China.
· Germany's economy shrank 0.6% in the last three months of 2012, thanks to recession in its main Eurozone export markets and tepid domestic confidence.
· The Ifo Business Confidence survey has pointed to a strong rebound in expectations for growth; January trade data is the first solid indication that economic activity in Germany is picking up again.
· Other data for manufacturing orders and industrial output released in March suggest that the German economy remained stagnant in the New Year.
· German domestic demand is expected by most economists to play a major role in boosting the country's and the entire Eurozone's economy.
German banks are awash with cash, and borrowing costs for businesses and mortgage borrowers are low, helping to stimulate an upturn in the country's property market.
Contact our team
Contact our team for more information:
General Sales Agent:
Travel Marketing Romberg TMR GmbH
Mettmann, (near Düsseldorf), Germany
kh [dot] limberg [at] travelmarketing [dot] de (Karl-Heinz Limberg), Account Director
b [dot] ackermann [at] travelmarketing [dot] de (Barbara Ackermann), Director Media & PR
n [dot] brauckmann [at] travelmarketing [dot] de (Nina Brauckmann), Junior Account Manager Travel Trade