Canadian Tourism: Keep Exploring
DDB Canada
Section I — Basic information
Business Results Period (Consecutive Months): | January 2010 -June 2011 |
Start of Advertising/Communication Effort: | May 2010 |
Base Period as a Benchmark: | Calendar 2009 |
Section II — Situation analysis
a) Overall Assessment
Tourism is one of the fastest growing sectors in the global economy, and while the global pie is getting bigger with more international travellers, Canada is losing market share primarily due to an ever increasing number of countries investing in tourism marketing as a means to attract export revenue.
In just seven years through 2009 Canada saw its international...