TOURISM COMMISSION PROMOTES CANADA TO CANADIANS
By Adnews Staff
The Canadian Tourism Commission will use a national marketing campaign to encourage Canadians to travel within Canada this summer. The first flight of the bilingual campaign, called "Can Do It," began yesterday with print ads in major newspapers. The tagline is, "If I can think it, I can do it." Online advertising and television commercials will will break on June 30 and run until July 18. The commercials depict various Canadians experiencing or considering what they can do in different parts of the country. A young woman on a Maritime beach says, "I can visit Europe next year." A couple in a Toronto restaurant says, "We can eat things we can't even pronounce." A golfer in a sand trap in the Yukon says, "I can play in the sand until midnight." The word "Canada" appears on clothing and signs in the ads. Part of the word is sometimes hidden so it reads "Can." The French-language campaign uses the same creative concept, displaying a large arrow and the word "Ici." The second flight of the campaign will run from Oct. 27 to Nov. 16. A third will run from Jan. 12 to Jan. 31. These flights will promote the 2003 winter season and 2004 tourism seasons. The campaign was created by Palmer Jarvis DDB of Toronto.