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Canadian Tourism Commission conducts Chinese campaign

The Canadian Tourism Commission has begun a winter advertising campaign in China. The effort is intended to attract visitors from that country for seasonal activities such as skiing, snowboarding, dog sledding, winter carnivals and viewing the aurora borealis. The campaign includes banner advertising on Chinese websites such as search engine Baidu, as well as social media activity on the sites Douban, Renren and Sina-Weibo. Additional elements include print ads running in association with participating travel agents. The campaign also incorporates the organization's ongoing "Canada - You Can Be a Star" promotion, in which Chinese couples appear a 26-part reality television series about visiting Canada. The program airs on the Travel Channel in China. The final set of episodes will depict Canadian winter experiences. "The increased air capacity from China to Canada means there is a genuine opportunity for growth in the winter travel market," said Derek Galpin, managing director for China at the commission. "We're looking to substantially increase awareness of Canada's unique winter experiences as well as boost booking numbers for the upcoming season." The commission is conducting the campaign in association with Tourism British Columbia, Travel Alberta, the Ontario Tourism Marketing Partnership and Tourisme Québec.

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