Canadian Tourism Commission readies international campaign
By Adnews Staff
The Ottawa-based Canadian Tourism Commission unveiled a new creative advertising campaign called "Brand Canada" yesterday. The international initiative, which will launch in the U.K., France and Germany in early 2006, is intended to promote Canada as a tourist destination and to encourage travelers to seek information about the country. The campaign, develop by DDB Canada, uses the tagline "Canada. Keep Exploring." The creative depicts the geography, culture and society of Canada as conducive to an enjoyable vacation, using exploration as its theme. "Our new path to selling Canadian tourism focuses on creating an emotional bond between Canada and the rewards of travel by offering emotional explanations of experiences," said Michele McKenzie, president of the commission. "We found that our tourism performance in the world was not where it needed to be. With a vastly different landscape and increased competition, we had to give people more reasons to travel to Canada." The campaign will include print, radio and outdoor components. The outdoor elements will include wrapped vehicles, coffee sleeves, posters, transit advertising and branded bakery bags. At the end of the effort, the commission will seek to measure its success and impact on Canadian tourism.