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
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
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
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
40. WE ARE USING THE
KEEPEXPLORING.CA SITE TO
PRESENT TRAVELLER JOURNEYS
AND THEIR RICH, IMMERSIVE
EXPERIENCES
41.
42.
43.
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.
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)
49.
50. Content Distribution across
Multiple Channels
Broadcast
Social Media
MEDIA Bloggers
RELATIONS Personalities
Travel Media
LEVERAGING OUR BEST
INFLUENCERS THROUGH
ACTIVATING MEDIA RELATIONS
51.
52.
53. Harnessing Word of Mouth
Edible Canada
Explore Canada Like a Local
Platform
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
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
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