Get Going Canada campaign enters second year
By Adnews Staff
Toyota Canada and the Canadian Tourism Commission have expanded their joint promotion called "Get Going Canada" as it enters the second of its three years. The program is an effort by federal and provincial tourism agencies, along with participating companies, to convince Canadians to "drive the world's greatest country" when they consider travel options. The Royal Bank and Expedia.ca have joined the initiative this year, along with returning participants Esso, The Hudson's Bay Company, National Car Rental, Delta Hotels, Fairmont Hotels & Resorts and Hilton. "Last year, despite a rebound in travel to Canada, the country's international travel deficit jumped to its highest level in 11 years," said Michele McKenzie, president of the commission. "With a stronger Canadian dollar, we need compelling programs to encourage Canadians to vacation in Canada as opposed to international destinations. Initiatives such as Get Going Canada are great ways to convince Canadians to stay right here and enjoy some of the best tourism experiences in the world." The campaign is centred on a travel guide called Best Drives. Approximately 2.2 million copies of the 2005 edition of this guide will be distributed through the retail locations and websites of the participating companies. The initiative also includes a website at <http://www.getgoingcanada.ca> and a contest with the grand prize of a Toyota Highlander Hybrid sport utility vehicle. According to the commission, last year's campaign resulted in approximately 98 million media impressions to consumers, delivered by newspaper, television and cinema advertising, along with in-store materials. This year's campaign, which has a budget of $13 million, is expected to yield approximately 178 million impressions. Advertising for the program is handled by Brandworks of Toronto.