1. Canadian Tourism Commission
What’s SEC and How Do I Apply It
Presented by Lesley Anderson & Natalie
Lauzon

2. Who is the CTC
 Canada’s national tourism marketing
organization
 Headquartered in Vancouver
 Currently marketing in 11 countries around
the world
Vision
Inspire the world to explore Canada

5. The Why Behind the SEC

6. Intensified Competition

7. The Big Picture

9. Which country would you
recommend to visit the most?
CANADA
AUSTRALIA
SWITZERLAND
ITALY
SPAIN
SWEDEN
GREECE
NORWAY
FRANCE
AUSTRIA
0.72 0.74 0.76 0.78 0.8 0.82
REPUTATION INSTITUTE COUNTRYREPSM
RANKING 2010

10. WE NEED TO MOVE TRAVELLERS
FROM
AWARENESS
TO
CONVERSION

11. Canada’s Brand Challenge

12. add images from SEs

13. www.canada.travel/SEC

14. Signature Experiences Collection
SEC program aligned to original corporate objectives to:
 Generate tourism export revenue
 Drive conversion
 Change perception of Canada
 Strengthen Canada’s tourism brand
 Align supply & demand
 Engage the SME community
Concept:
Promote travel experiences that exemplify the Brand and can
be consistently showcased through CTC marketing, media &
sales channels

15. What is a Signature Experience?

16. Deliver on the brand promise

17. Sell an experience
INSERT PHOTO OF WICK

18. Meet the motivations of targeted
EQ travellers

19. Meet international demand

20. Inniskillin
Practice a high standard of
marketing

21. SEC Application Process

22. 115 Collection members

23. How does CTC use the SEC?

25. FOUR KEY STAGES

26. CONSIDERATION

27. CONSIDERATION OF CANADA IS
RELATIVELY HIGH (CORE MARKETS):
44%

28. BUT ACTIVE CONSIDERATION IS
MUCH LOWER:
16%

29. SIGNIFICANTLY BEHIND
US AUSTRALIA
40% 19%

30. CONSUMERS NOT EMOTIONALLY
COMMITTED ENOUGH TO ACTIVELY
CONSIDER CANADA

31. ONLY
1 IN 8
PEOPLE AT THE DREAM LIST
STAGE MAKE IT THROUGH TO
PURCHASE
BUT IF THEY ARE SERIOUSLY
CONSIDERING CANADA, THEY
ARE TWICE AS LIKELY TO
CONVERT

32. CHALLENGE:
HOW CAN WE GIVE CONSUMERS
THE INSPIRATION TO TURN THEIR
PASSIVE CONSIDERATION INTO
ACTIVE CONSIDERATION?

33. 1. CONSUMER CENTRIC NOT PRODUCT
CENTRIC
2. EXPERIENCE NOT DESTINATION DRIVEN
3. A CALL TO ACTION THAT DEMANDS
ENGAGEMENT AND ACTION
4. FACILITATE ADVOCACY

34. HARNESS CONSUMER EMOTION
THROUGH INSPIRATIONAL
EXPERIENCES IN OUR PAID MEDIA
CHANNELS

35. BROADCAST – CN TOWER “EDGE WALK”

36. LEVERAGE “BEACON” SEC
EXPERIENCES IN PRINT TO “HOOK”
PEOPLE TO GO TO THE KEEP
EXPLORING.CA WEB SITE

40. WE ARE USING THE
KEEPEXPLORING.CA SITE TO
PRESENT TRAVELLER JOURNEYS
AND THEIR RICH, IMMERSIVE
EXPERIENCES

44. Sample Written Content
Savour French style Canadian cuisine prepared by some
of the world’s best chefs.
Le Cordon Bleu Ottawa
Professional
writing
Image and
text adopt
Indulge in succulent Canadian cuisine prepared with traditional
Brand
French techniques by some of the world’s premier chefs. Served Canada look
up in a stunning historical mansion in downtown Ottawa featuring
elegantly appointed banquet rooms, winding staircases and and feel
crystal chandeliers.
Text and image
focused on Select from a mouthwatering menu showcasing some of
Canada’s most delectable culinary delights. Sink into superior
specific Explorer Alberta beef, Quebec foie gras, British Columbia tuna, and
regional seasonal fruits and vegetables. Or linger over Osso
Type Bucco de wapiti or seared duck breast with rhubarb, Chioggia
beets and a cherry compote.

45. Savour French style Canadian cuisine prepared
by some of the world’s best chefs.
Le Cordon Bleu Ottawa
Indulge in succulent Canadian cuisine prepared
with traditional French techniques by some of the
world’s premier chefs. Served up in a stunning
historical mansion in downtown Ottawa featuring
elegantly appointed banquet rooms, winding
staircases and crystal chandeliers.
Read more.

46. Sample Slide

48. Indirect Marketing (travel trade)
 Receptive visits
 Trade shows
 Trade launches
 Trade media work
 B2B marketing
 Co-op marketing with early trade adopters
 Incentives
 Familiarization trips (Fams)
 Canada Specialist Program (CSP)

50. Content Distribution across
Multiple Channels
Broadcast
Social Media
MEDIA Bloggers
RELATIONS Personalities
Travel Media
LEVERAGING OUR BEST
INFLUENCERS THROUGH
ACTIVATING MEDIA RELATIONS

53. Harnessing Word of Mouth
Edible Canada
Explore Canada Like a Local
Platform

54. Playing with Social Media

55. Practical Application of SEC
 Rolling out Signature Experiences
Collection through;
 Trade channels
 Media and Public Relations channel
 Direct to consumer channel

56. Travel Trade
 SEC launch in Japan and South Korea
 Creation of SEC tools
 copy, imagery, websites
 Creation of travel brochures
 Create itineraries

57. SEC Launch in Tokyo - January 25th

58. SEC Launch in Seoul - March 23rd

59. SEC Website

60. Flat Sheets
 Downloadable photo(s)
of the experience
 Copy describing the
experience
 Seasonality (?)
 Contact details for how
to get in touch with
member

61. Canada Travel
Info Brochure
 Print brochure created for
both Japan & South Korea
 Purpose is to showcase
Canada to front line staff
 Distribution planned for
Canadian receptives
 Geographical snapshot of
Canada
 Highlights SEC Experiences
per province

62. Itineraries Featuring SEC
Alpine Tours 10-day Itinerary
Day 1 – Fly into Edmonton and transfer
to Jasper (overnight in Jasper)
Day 2 – Day hike in Jasper (overnight in
Jasper)
Day 3 – Travel south to Banff via
Columbia Icefield (overnight in Banff)
Day 4 – 7 Hel-hiking w/CMH
Day 8 – Transfer to Vancouver, day in
Vancouver (including a harbour cruise)
Day 9/10 – Fly back to Japan

63. Media & Public Relations
 Winter SEC broadcast FAMs
 Media visit yields Brutus article

64. Winter FAMs

65. Magazine Articles
 Journalist visit includes Signature
Experience
 Article includes tour package with call to
action to tour operator

66. Broadcast

67. Direct to Consumer
 Advertisements (print, online, other)
 CTC consumer website
 CTC’s Keep Exploring campaign microsite
 Social media

68. Advertisements

69. CTC Consumer Website

70. CTC KeepExploring Microsite

71. Social Media

72. Why embrace SEC?
 Promote Canada on product NOT price
 Leverage & align your sales efforts with
CTC’s efforts to drive demand
 Lower your costs by using free assets
 Make use of co-op marketing
 Consumer-centric approach that taps
emotion to drive sales

73. Questions?
www.canada.travel/SEC