CANADIAN TOURISM PROMOTES CANADIAN ADVENTURES
By Adnews Staff
The Canadian Tourism Commission has teamed up with a consortium of partners to encourage adventure travel in Canada. Others in the group are from the private sector, the provincial and territorial governments and the federal government. "Canada is in a unique position in terms of adventure tourism. Yet Canadians are reluctant to seize the many opportunities available to them, or simply don't know enough. This is what we aim to change with a partnership-based promotional strategy that should enable us to create greater interest in this kind of travel here at home," CTC marketing committee chair Keon Sirsly says in a release. CTC kicked off the promotional campaign last week with its Canadian Adventure Travel Guide along with its media plan for 1997/1998. The CBC and TVA networks will promote adventure travel with advertising spots produced by the networks. Sponsors such as Roots Canada, Sunflight Holidays and the Ford Motor Company of Canada are also involved, offering prizes in conjunction with various contests. Four trips for two and a Ford Explorer will be awarded to contest winners. Viewers are also encouraged to call the 1-888 number to get an adventure guide. Viewers will also have a chance to win one of twelve adventure trips for two. In the fall, the Life Network will join in with an advertising promotion and travel contest with trips from Maxxim Vacations and Nahanni River Adventures. Various consumer magazines, as well as CTC's Rediscover Canada consumer newsletter are also involved in the campaign.