Canadian Tourism Commission conducts campaign in London
By Adnews Staff
The Canadian Tourism Commission has begun a campaign in London, England intended to raise awareness of Canada as a tourist destination. The initiative is focused on a dome constructed in the city's Canary Wharf district that recreates four regions of Canada: an Atlantic wharf, a Quebec bistro, an Ontario winery and a Rocky Mountain spa. The supporting campaign includes out-of-home, print and online advertising, along with street-level activities. The campaign was developed by DDB Canada in conjunction with Inside Live and Fuse OMD of the UK. "This large campaign will have stopping power in London," said Andrew Simon, creative director of DDB Canada. "Through the use of intrigue, its compelling and experiential elements will inspire Londoners to put Canada on the top of their holiday wish list." A teaser campaign began last week with the sound of a loon call broadcast at various high-traffic locations around the city. Later, the image of a wolf was projected various well-known buildings, accompanied by the sound of a wolf howl. In addition, large-format out-of-home ads have been installed at nine subway stations. Free standing inserts are being distributed in transit paper Metro and daily newspaper The Guardian. Visitors to the dome are also encouraged to visit <http://www.canada.travel> to enter a draw for a 14-day trip for two to Canada. OMD Vancouver and OMD International in London handled the media buy. The Canada Experiential Dome opened on Jan. 21 and will operate until Feb. 15.