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Canadian Tourism Commission breaks campaign in Japan

The Canadian Tourism Commission has begun an advertising campaign in Japan promoting Canada as the best destination in the world for travelers who wish to view the aurora borealis. The campaign, called "Aurora Kingdom, Canada," also highlights other attractions of a trip to northern Canada, such as dogsledding, ice fishing, the ice highway and First Nations culture. The effort is aimed at Japanese tourists who are increasingly interested in outdoor, cultural and lifestyle travel experiences, according to the commission. It is also intended to appeal to the new preference of Japanese tourists to travel alone or in parties of two, rather than as part of group tours. The campaign makes use of personal stories from Japanese journalists who have seen the aurora borealis first hand. The commission will also bring a group of Japanese bloggers and aurora borealis fans to Canada in September to view the phenomenon and share their stories and images. "This campaign is designed to educate, excite and engage Japanese consumers as well as pushing them further and faster down the path to purchase in one of Canada's coldest yet most welcoming destinations," said Maureen Riley, managing director of the Canadian Tourism Commission Japan. The campaign will run seasonally for three years in association with Tourism Yukon, Northwest Territories Tourism, Travel Alberta and Air Canada.

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