CANADIAN TOURISM COMMISSION BEGINS MARKETING CAMPAIGN
By Adnews Staff
The Canadian Tourism Commission unveiled a new national marketing campaign yesterday to promote tourism within Canada. The campaign begins today and runs until April. It consists of television and print advertising as well as Internet components. The budget for this effort to encourage domestic travel is $8 million. The campaign's tagline is "There's no place like home." It was created by BCP of Montreal. The 30-second television spot depicts people travelling the country and includes shots of a picnic in the mountains, a city night, a coastal road trip and a marina in the Maritimes. The ad's music is a song called "Waiting in Canada", sung by Jann Arden in the English version and by Julie Massicotte in the French version. The newspaper ads use similar pictorial elements. Banner ads will be placed on Canadian general-interest and travel Web sites beginning Nov. 26. An email to 150,000 Canadians will promote special travel offers from tourism industry partners. A Web site for the campaign has been built at <http://www.travelcanada.ca/stay>. A similar campaign with a budget of $12 million will promote Canada as a tourism destination in the U.S., particularly in near-border states. The Canadian Tourism Commission is a Crown corporation that exists to market Canada as a four-season travel destination.