Canadian Tourism Commission begins US ski campaign
By Adnews Staff
The Canadian Tourism Commission has begun a US advertising campaign intended to attract residents of that country to Canada for skiing and snowboarding. The campaign is being conducted in association with the Canadian Destination Ski Consortium. It was developed by DDB Canada and Tribal DDB Canada, with media buying by OMD. The initiative includes print, online and out-of-home advertising in San Francisco, New York, Chicago and Washington, DC. The online creative takes the form of a trail map and uses the copy, "See why everyone comes back. Then comes back again. And again." The out-of-home and print ads use copy such as, “What’s a black diamond run without a hot tub to finish?” Another reads, “Ever experienced five-star living under six feet of snow?” Online ads are running on OnTheSnow.com, NewYorkTimes.com, TripAdvisor.com and SFGate.com. Print ads are running in Outside Magazine, Travel & Leisure, Departures, Food & Wine and Fairmont Hotel publications. The ads direct viewers to a website at <http://www.canada.travel/skinow> where they can enter a draw for a 12-day ski vacation for six people at three resorts. The campaign will run until April. "The new campaign communicates that skiing and boarding in Canada is not just one thing, it's the hospitality of the people, the amenities at the resorts, the contrast and variety of activities, the culture, the amazing terrain and the abundance of snow that make Canada the ultimate ski experience," said Yolaine Dupont, US leisure marketing specialist at the commission.