Canadian Tourism Commission: Upgrade to Canada

This case study explains how the Canadian Tourism Commission (CTC) used social media including YouTube to target two groups of French and German consumers.

Canadian Tourism Commission: Upgrade to Canada

Client: Canadian Tourism CommissionBrand: Canadian Tourism CommissionAgency: OMD International & Gutenberg NetworksCategory: Leisure & EntertainmentCountry: 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands