The Canadian Tourism Commission has begun a new marketing campaign in Australia in support of its Signature Experiences Collection program. The collection focuses on "extraordinary Canadian tourism experiences" intended to help Canada stand out as a travel destination. According to the commission, this is the first time that members of the program have appeared in an international marketing campaign since its introduction in July 2011. The campaign presents a series of "traveller-to-traveller" stories about possible Canadian journeys, with a timeline along the bottom of the ads. The initiative includes print, cinema and online advertising, as well as social media activities. "The Australia campaign is a bold example of how we intend to use the Signature Experiences Collection to entice travellers to Canada from all our markets in 2012 and beyond, with a focus on the experiences they can enjoy in this country against a backdrop of some of the world's most spectacular geography," said Greg Klassen, senior vice-president of marketing strategy and communications at the commission. "Our new global platform, which is an evolution not revolution in the development of Canada's tourism brand, will help us compete for more than our fair share of travellers from around the world, starting in Australia."