Walking along, singing a song…a Canadian winter wonderland beckons UK travellers through the latest campaign from the Canadian Tourism Commission. The campaign looks to tap into the high demand for great skiing and other winter adventures that Brits show every year.
It’s not just strapping on skis and heading for the mountaintops: there’s dog sledding, great rail trips, snowshoeing, glacier viewing and winter festivals in nearby Canadian cities to take in. The campaign is scheduled to run until mid-December. The target audience is three particular types of travellers defined by our customer segmentation tool Explorer Quotient: Free Spirits, Cultural Explorers and Authentic Experiencers.
The 2011 UK Global Tourism Watch ranks Canada as the number one destination for skiing and snowboarding against its key competitors—placing Canada ahead of New Zealand, Australia and the U.S.
The study, which helps assess Canada’s competitive positioning on travel products, says winter experiences are on the rise as a compelling reason to visit Canada. In fact—almost 30% of visitors cite skiing and snowboarding as their motivation for coming to Canada—a trend likely aided by the 2010 Olympic Games and a growing global appetite for authentic outdoor adventures.
The campaign advertising is predominantly online, on websites such as Yahoo, MSN, Lonely Planet and Sky Scanner. There’s also a social-media flavour, with a reach-out to bloggers and influencers via Facebook and Twitter to spread the word.
CTC has assembled its largest ever winter partnership line-up for this campaign: Travel Alberta, Ontario Tourism Marketing Partnership Corporation, Tourisme Québec, Tourism British Columbia, Air Canada, Tourism Whistler, Tourism Jasper, Fairmont Hotels & Resorts, Big White and Silver Star Resorts and Resorts of the Canadian Rockies.
“This new campaign will remind UK consumers—and our competitors—of Canada’s strengths in the winter tourism market,” says Rupert Peters, CTC regional managing director in the UK.
“Canada’s unrivalled choice of experiences for winter travellers from coast to coast to coast means that it should be the go-to destination for UK travellers.”
Tatiana is the news coordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes monitoring the hundreds of news sources of TravelDailyNews Media Network and skimming the most important according to our strategy.
She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
