Marketing and Sales Programs

Our marketing and sales programs invite South Korean travellers to see and experience Canada in a whole new way. 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 major audiences:

Consumer Read more > Close >

We focus on three key consumer groups based on CTC's Explorer Quotient^TM (EQ) types:

• Free Spirits in South Korea are predominantly 18 to 30 years old and come to Canada to get away from their real life—to indulge and pamper themselves in ways they can’t at home while being spontaneous.

• Cultural History Buffs in South Korea are between 20 and 45 years old; their fascination for history as well as the modern cultures of the places they visit guides their travel decisions. This group tends to travel independently.

• Personal History Explorers in South Korea are over 40 years old and driven by history as well as by the modern cultures of the places they visit. They prefer to travel as part of a group.

We reach these consumers through a range of integrated marketing communications, including partnered online events, consumer shows, media activities, advertising and websites. We also work with a wide variety of non-traditional partners to launch innovative campaigns such as the SNS Influencer Program andthe Canada Culinary promotion, which includes a high-end seafood buffet restaurant, The Party and the Canadian Embassy.

Consumer websites and marketing campaigns

South Korean consumers can visit our consumer websiteto browse holiday packages, discover their EQ type, get travel ideas, learn about Canadian destinations and read travel blogs. Consumers can also visit our official Facebook page or follow us on Twitterfor more information.

CTC-South Korea just launched a spring campaign website.  As part of the campaign, we are executing Canada brand and partner co-op advertising through using online and print media.  Our partners for the campaign are Tourism British Columbia,  Travel Alberta,  Ontario Tourism Marketing Partnership Corporation and Air Canada, while Naver is the major online outlet to engage South Korean consumers. The campaign emphasizes experiences and travel stories with a strong call-to-action to available products. It runs from Feb. 20 to April 30.

E-newsletters

Bimonthly e-newsletters are distributed annually to 70,500consumers, 252 trade and 279 mediareps in CTC-South Korea’s database.

Consumer trade show

Hanatour International Travel Show  
The annual B2B/B2C marketplace at Ilsan KINTEX, Goyang city, Gyunggi, features more than 300 sellers and 347 booths. It takes place May 18-20, 2012.  

For more events, check out our Trade Shows & Events. 

Travel Trade Read more > Close >

CTC’s trade development initiatives in South Korea focus on the retail and wholesale aspects of selling travel. Last year, CTC-South Korea introduced Explorer Quotient™(EQ), our award-winning, research-driven segmentation tool, to South Korean trade, available exclusively to CTC partners.

CTC-South Korea has now contracted with Hanatour and Mode Tour, the top two wholesale companies in South Korea, for the Explorer Quotient™ and rolled out EQ-converted products and marketing with these partners. CTC-South Korea also contracted with two FIT companies, Segyero and Pharos Travelartifax, at the end of 2011, and will develop more FIT products for South Koreans.

CTC-South Korea is launching the Signature Experiences Collection^® (SEC) in this market on March 23 for major trade partners and the travel-trade media. SEC will be introduced to key accounts and trade leaders with a video, brochure and recommendation list. We will also present SEC in Busan during a visit in May.

Canada Specialist Program

The Canada Specialist Program (CSP) continues to help South Korean travel professionals learn about Canada's distinct experiences by offering engaging training programs, interactive online resources and expert, inside knowledge. 

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

• Certified training programs and testing
• Conferences and seminars
• Familiarization (FAM) trips
• Tools and training manuals
• Canada Specialist websites and e-newsletters.

In Seoul, CTC-South Korea organizes trade shows, conducts sales calls, organizes tour operator’sfamiliarization (FAM) tours to partner provinces and cities, and conducts training under the Canada Specialist Program. CSP’s Level II online programwas launched this pastFebruary. The CTC-South Korea team continues to train the second market in Busan, the second-largest city in South Korea, through training and sales calls.

Trade Shows

• Showcase Canada-Asia
• Canada's West Market Place
• Rendez-vous Canada

For details on these events and more, check out our Trade Shows & Events.

Media Read more > Close >

CTC-South Korea assists the media with partnered press trips, media events and hosting media travel to Canadian destinations. We also pitch targeted story ideas to media influencers.We are opening an online Media Centre in Korean language in March 2012 where South Korean media can get story ideas to promote Canada.
 
GoMedia Canada Marketplace

South Korean media participate in the CTC’s annual media event, GoMedia Canada Marketplace, where Canadian travel operators exchange stories and ideas with international media. This event is held annually in Canada with a different hosting destination each year. In 2012, GoMedia will take place inWhitehorse, YK, May 27-31; five print media and one TV rep will participate in the event from South Korea.