Canadian Tourism Commission breaks campaign in China
By Adnews Staff
The Canadian Tourism Commission has begun its first major advertising campaign in China since Canada was granted approved destination status by the country last June. "We are aiming primarily at affluent, high-spend and well-educated 25- to 34-year-olds in this initial campaign," said Derek Galpin, the commission's managing director for China and India. "Our research shows that they are the most inclined to long-haul travel, and then to get out and explore Canada once they arrive." The campaign, called "Say hello to Canada," aims to introduce Canada to potential Chinese travellers in a friendly, informal way. Online advertising will take place on social media sites including Kaixin and Youku, as well as on search engines, blogs and travel, lifestyle, news and culinary websites. The campaign also includes newspaper and magazine advertising, as well as an online game, the winner of which will receive a trip to Canada.