TOYOTA, TOURISM COMMISSION CONTINUE CAMPAIGN
By Adnews Staff
Toyota Canada and the Canadian Tourism Commission have started the second phase of a joint marketing initiative intended to increase tourism in Canada. The three-year program, called "Go Canada Go," began last fall. The new campaign, called "Get Going Canada," encourages Canadians to "drive the world's greatest country." Other companies participating in this phase of the program include Esso, National Car Rental, Delta Hotels, Fairmont Hotels & Resorts, The Hilton Family and The Hudson's Bay Company. Television, cinema and print advertising will run through the summer, along with in-store materials. The campaign also includes a summer holiday planning guide called "Canada's Best Drives." The guide will be distributed through the retail and corporate outlets of the participating firms. The campaign will also include a contest, the winner of which will receive a 2004 Toyota Highlander. The contest will be promoted in the Spring/Summer issue of Go Canadian travel magazine, which will be inserted into national newspapers on April 24. Advertising for the program was created by Brandworks of Toronto.