Canadian Tourism Commission: Upgrade to Canada

Client: Canadian Tourism Commission
Brand: Canadian Tourism Commission
Agency: OMD International & Gutenberg Networks
Category: Leisure & Entertainment
Country: United Kingdom

For CTC (Canadian Tourism Commission), the mission is clear: to harness Canada's collective voice promoting their country around the globe.

Canada has developed over a hundred 'Signature Experiences' that are featured within consumer campaigns and trade communications. It ranks third as the most visited destination among key long haul competitors with the number of French and German visitors remaining constant over the past decade.

Barriers to purchase such as cost and lesser known landmarks mean that Canada is often 'saved for later.' Unlike the US, Canada suffers from a lack of exposure as attractions are not immediately recognisable. Familiarity on itinerary and routes to take is also very low.